Overview
- GF Securities’ Jeff Pu reconfirms Apple is targeting unchanged U.S. starting prices of $1,099 and $1,199 for the iPhone 18 Pro and Pro Max, echoing earlier guidance from Ming‑Chi Kuo.
- Rising costs for DRAM/NAND and the 2nm-class A20 processor are pressuring budgets, with reports that Apple is pursuing deals with Samsung and SK hynix to blunt increases.
- Kuo suggests Apple may tolerate lower iPhone margins rather than raise retail prices, aiming to protect share and bolster services revenue.
- Multiple reports point to a staggered schedule, with iPhone 18 Pro models expected in fall 2026 and standard iPhone 18 and 18e potentially following in spring 2027.
- Apple retail employees reportedly say iPhone 16e inventory has “basically dried out” and iPad Air stock is thinning, interpreted as signs the iPhone 17e and refreshed iPads are imminent.