Apple May Keep iPhone 18 Pro Prices Steady Despite RAM Cost Increases

By: Harsh Vardhan

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Updated on: 02-May-2026

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​Apple is expected to maintain its starting prices for the upcoming iPhone 18 Pro and iPhone 18 Pro Max, despite rising RAM costs that could impact smartphone pricing industry-wide. Analyst Jeff Pu reports that Apple is planning an "aggressive pricing" strategy for these new models. However, Pu has not provided specific figures for the pricing.

Key Highlights

• Apple expected to keep iPhone 18 Pro starting price at $1,099 in the US.
• Rising RAM costs may lead to higher prices for upgraded iPhone 18 Pro versions.
• Analyst reports suggest aggressive pricing strategy for new iPhone models.

Expected Pricing for iPhone 18 Pro Models

According to previous reports from analyst Ming-Chi Kuo, both the iPhone 18 Pro and iPhone 18 Pro Max are likely to start at the same prices as their predecessors. In the United States, this means the iPhone 18 Pro would begin at $1,099, while the iPhone 18 Pro Max would start at $1,199. These prices match the launch prices of the previous generation's Pro models.

While the base Pro models may keep their prices unchanged, there is uncertainty regarding the pricing of other variants. Higher storage or premium versions could see price increases, as Apple may adjust these to offset the higher cost of RAM and other components.

Apple's Pricing Strategy and Market Impact

Apple appears to be focused on maintaining the headline starting price for its Pro models. By keeping the "from" price the same as last year, Apple aims to give consumers the impression that prices have not changed. At the same time, the company could increase prices for upgraded versions to manage rising production costs.

It is not clear if this pricing approach will apply outside the United States. Regional pricing may vary due to local taxes, currency fluctuations, and other factors. The strategy could help Apple remain competitive in the premium smartphone segment, even as component costs rise across the industry.

The broader smartphone market faces challenges from increasing RAM prices, which could lead to higher prices for many devices. Apple's approach may influence how other manufacturers respond to these cost pressures.

Outlook for Upcoming iPhone Launch

Apple has not officially confirmed pricing details for the iPhone 18 Pro series. The company typically announces new models and pricing during its annual launch event. Until then, industry analysts and consumers will continue to watch for updates and further information.

The effectiveness of Apple's pricing strategy will become clearer after the official launch and as market reactions unfold. For now, the company seems committed to keeping its flagship Pro models' starting prices steady, despite industry-wide cost increases.