Memory prices have been climbing for a while, largely because of strong demand from AI infrastructure and data centers. That usually spells trouble for smartphone pricing. But if recent analyst notes are accurate, Apple isn’t planning to pass those increases directly to buyers of its next Pro iPhones.
According to GF Securities analyst Jeff Pu, Apple intends to keep the starting prices of the iPhone 18 Pro and iPhone 18 Pro Max in line with their predecessors. That would mean $1,099 and $1,199 respectively for base 256GB configurations, assuming no last-minute changes.
The information comes from supply chain checks shared in a note reviewed by MacRumors. Pu suggests Apple has been negotiating aggressively with memory suppliers, including Samsung and SK Hynix, to soften the impact of rising DRAM and NAND prices. Similar negotiations are reportedly taking place around display panels and camera modules.
In short, Apple appears willing to absorb some of the pressure.
Apple has also shifted to quarterly memory contract negotiations instead of semi-annual agreements, giving it more flexibility, though that could also mean exposure to further price bumps later in 2026.
Even so, Kuo believes Apple’s strategy is clear: keep entry pricing stable for the Pro models, even if that trims margins slightly in the short term.
That wouldn’t be surprising. Apple’s Services business continues to grow steadily, bringing in over $30 billion in a single quarter recently. A stable hardware price helps protect market share, and any margin pressure on devices can be offset over time through ecosystem revenue.
The broader industry isn’t quite as insulated. IDC has warned that smartphone prices could rise by 6–8% this year due to component shortages. Meanwhile, Samsung executives have already hinted at cost pressures ahead of upcoming launches.
For now, the iPhone 18 Pro lineup is expected to arrive in September 2026. Nothing is official yet, and pricing decisions often come down to late-stage market conditions. But if these reports hold true, Apple seems prepared to lean on its scale.
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