Apple may take a different approach from its Android rivals as memory costs continue to rise. While a global RAM chip shortage is pushing some smartphone makers to increase prices, Apple is expected to counter with a more competitive pricing strategy for the upcoming iPhone 18 Pro lineup.
Pricing Strategy Amid a RAM Crunch
According to Jeff Pu of GF Securities, Apple is expected to outperform in the smartphone market by adopting what he describes as an “aggressive pricing strategy” for the iPhone 18 Pro and iPhone 18 Pro Max.
Pu previously stated that the starting prices of both models will either remain unchanged or see only a slight increase compared to the current generation.
For reference, the iPhone 17 Pro starts at $1,099 (₱67,730*) in the U.S., while the iPhone 17 Pro Max starts at $1,199 (₱73,893*), both with 256GB of storage and 12GB of RAM. The iPhone 18 Pro models are expected to retain the same 12GB RAM capacity.
Managing Rising Component Costs
Apple has already acknowledged that it expects significantly higher memory costs during the March to June quarter. Despite this, the company’s scale provides stronger leverage when negotiating with RAM suppliers compared to most Android manufacturers.
In addition, Apple is expected to offset some of these rising costs by reducing expenses in other components, including the display and camera systems.
Rumored Upgrades Across the Board
The iPhone 18 Pro models are rumored to bring several hardware and design changes. These include a smaller Dynamic Island, a faster A20 Pro chip, and variable aperture for at least one rear camera.
Other expected features include a simplified Camera Control button, support for 5G via satellite, and a new “Dark Cherry” color option.
Launch Timeline
Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September. The standard iPhone 18 and the iPhone 18e are expected to follow later, with a projected debut around March 2027.