City, February 11: memory prices have been on the rise, driven by strong demand from AI infrastructure and data centers. This trend typically poses challenges for smartphone pricing. However, recent insights from analysts suggest that Apple may not pass these increased costs onto consumers for its upcoming Pro iPhones.
According to GF Securities analyst Jeff Pu, Apple plans to keep the starting prices of the iPhone 18 Pro and iPhone 18 Pro Max consistent with their predecessors. This would set the base prices at $1,099 and $1,199 for the 256GB models, barring any last-minute adjustments.
This information stems from supply chain checks shared in a note reviewed by MacRumors. Pu indicates that Apple has been actively negotiating with memory suppliers like Samsung and SK Hynix to mitigate the effects of rising DRAM and NAND prices. Similar discussions are reportedly ongoing regarding display panels and camera modules.
In summary, Apple seems willing to absorb some of the cost pressures.
Apple has also transitioned to quarterly memory contract negotiations instead of semi-annual ones, allowing for greater flexibility. However, this could expose the company to potential price increases later in 2026.
Despite this, analyst Ming-Chi Kuo believes Apple’s strategy is clear: maintain stable entry pricing for the Pro models, even if it slightly reduces margins in the short term.
This approach is not surprising. Apple’s Services division continues to grow, recently generating over $30 billion in a single quarter. Keeping hardware prices stable helps protect market share, and any margin pressures on devices can be compensated over time through ecosystem revenue.
The broader smartphone industry, however, is not as insulated. IDC has warned that smartphone prices could increase by 6–8% this year due to component shortages. Meanwhile, Samsung executives have already indicated potential cost pressures ahead of their upcoming launches.
Currently, the iPhone 18 Pro lineup is anticipated to launch in September 2026. While nothing is official yet, and pricing decisions often depend on late-stage market conditions, these reports suggest that Apple is prepared to leverage its scale to navigate the challenges ahead.
My name is Ganpat Singh Choughan. I am an experienced content writer with 7 years of expertise in the field. Currently, I contribute to Daily Kiran, creating engaging and informative content across a variety of categories including TECHNOLOGY, health, travel, education, and automobiles. My goal is to deliver accurate, insightful, and captivating information through my words to help readers stay informed and empowered.
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