iPhone 18 Pro Prices Likely to Match iPhone 17 as Apple Cuts Component Costs
iPhone 18 Pro Prices Likely to Match iPhone 17 as Apple Cuts Component Costs
Publish Date: 2026-02-10 17:55:00
Source Domain: www.macobserver.com
Apple plans to keep prices steady for the iPhone 18 Pro lineup, even as component costs rise across the industry. The company has leaned on its scale and supplier leverage to control memory and chip expenses. As a result, the base storage versions of the next Pro models should arrive at prices close to the current generation.
This approach centers on cost control rather than feature cuts. Apple has pushed suppliers to adjust pricing terms and absorb short-term pressure. The goal stays clear. Protect the entry price of premium models while maintaining volume and margins over time.
According to Jeff Pu, a new supply chain review shows Apple has already locked in measures to prevent a price hike. Pu said Apple wants starting prices for the iPhone 18 Pro and Pro Max to remain “unchanged or at a similar level” compared to the iPhone 17 models. If that holds, the iPhone 18 Pro should start at 1,099 dollars, while the Pro Max should start at 1,199 dollars.
In a separate assessment, Ming-Chi Kuo explained how difficult that task has become. He noted that Apple no longer secures DRAM on six-month contracts, with pricing now shifting every three months. To manage this risk, Apple executives reportedly worked directly with memory suppliers such as Samsung and SK hynix. Kuo argued that Apple should absorb higher costs during the current DRAM crunch to defend market share.
Staggered launch to ease pressure
Apple also plans to split the iPhone 18 launch. The Pro and Pro Max models should arrive first, followed by the standard iPhone 18 and iPhone 18e in spring 2027. This staggered release helps reduce strain from the tight memory supply and the expensive 2nm A20 chip.
If the strategy works, buyers get familiar prices. Apple buys time to balance costs behind the scenes.
