Apple iPhone 18 Pro Expected to Maintain Current Starting Price Despite Industry-Wide Hikes

Analysts Reveal Apple's Pricing Strategy: Holding the Line Against Rising Costs

On May 2, according to tech outlet 9To5Mac, GF Securities analyst Jeff Pu predicted in his latest research report that Apple will adopt an "aggressive pricing strategy" for the iPhone 18 Pro series launching this fall, maintaining at least the base configuration at the same price level as current models.

Against the backdrop of continuously rising global DRAM and other core component prices, this strategy — if accurate — would undoubtedly serve as a powerful competitive move in the smartphone market.

Two Leading Analysts Align: Starting Price Likely to Stay Flat

Jeff Pu explicitly stated in his report that Apple plans to implement "aggressive pricing" for both the iPhone 18 Pro and Pro Max high-end models. Meanwhile, renowned Apple supply chain analyst Ming-Chi Kuo had previously expressed a similar view, noting that Apple hopes this year's new devices will maintain the same pricing as their predecessors.

The fact that two analysts with deep expertise in Apple's supply chain independently conveyed the same signal significantly boosts the credibility of this forecast.

If the prediction holds true, the iPhone 18 Pro would maintain its starting price at $1,099, while the iPhone 18 Pro Max would remain at $1,199. For consumers, this is undoubtedly a positive signal.

Higher-Tier Models May See Price Increases — Profit Margins Remain the Bottom Line

Notably, analysts also pointed out that Apple's "no price hike" strategy may apply only to the entry-level configurations. Higher-tier versions of the iPhone 18 Pro series could see price increases to offset the impact of rising component costs on the company's profit margins.

This "anchor low, float high" pricing approach is actually a well-established Apple business strategy — using an attractive starting price to lower consumers' psychological barrier to entry, while ensuring overall profitability through high-margin options such as storage upgrades.

A Strategic Opportunity Amid Android's Price Hike Wave

Currently, global DRAM prices continue to climb, and many Android manufacturers are struggling to absorb the cost pressure on their own, leading to widespread price increases across flagship models. In this industry-wide trend, if Apple can hold its prices steady against the current, the strategic intent is crystal clear — to capture more "switcher" users from the Android camp.

For high-end Android users considering an upgrade, when their preferred brand's flagship prices keep climbing while the iPhone Pro series remains stable or even appears to offer "better value for money," the appeal of switching ecosystems will grow significantly.

Outlook: A Price War Could Reshape the Premium Market Landscape

If Apple ultimately follows through, it could trigger a chain reaction in the premium smartphone market. Android manufacturers would face a dilemma: matching Apple's price restraint would squeeze margins, while maintaining higher prices could mean losing users.

Of course, the final pricing will also depend on component market trends in the second half of the year, currency fluctuations, and the extent of Apple's own innovations in areas such as AI capabilities. The iPhone 18 Pro series is expected to be officially unveiled in September, at which point Apple's pricing decision will become a focal point for the entire industry.