Apple targets aggressive pricing for iPhone 18 Pro models
▼ Summary
– Analyst Jeff Pu predicts Apple will use “aggressive pricing” for the iPhone 18 Pro and Pro Max base models this fall, despite rising memory costs.
– Rising memory costs due to AI demand have led to price increases on many Android smartphones and a predicted shrinkage of the Android market.
– The iPhone 18 Pro and Pro Max are expected to launch alongside the iPhone Ultra, which will likely have a high price tag.
– Pu’s prediction aligns with prior reports that Apple aims to keep entry-level Pro model prices the same as last year, at $1,099 and $1,199.
– Apple may offset costs by increasing prices on higher storage tiers, potentially gaining marketshare from Android.
With memory costs climbing due to surging AI demand and supply constraints, many Android manufacturers have already bumped up their prices. Some analysts even predict the Android market could shrink overall this year, as budget smartphones get squeezed out by the cost crunch. In that environment, all eyes are on Apple’s strategy for its upcoming flagship lineup.
According to analyst Jeff Pu, Apple is planning to take a different approach. In a new research note seen by 9to5Mac, Pu predicts that the company will adopt an “aggressive pricing strategy” for the iPhone 18 Pro and Pro Max launching this fall. At least for the base models, the goal is to keep prices consistent with last year’s launch.
That means the iPhone 18 Pro would start at $1,099, and the iPhone 18 Pro Max at $1,199. This aligns with earlier reports from analyst Ming-Chi Kuo, who also suggested Apple intends to hold the line on entry-level pricing.
To protect its margins, Apple could raise prices on higher storage tiers instead. This would let the company avoid a major hit to profitability while still offering the most affordable models at familiar prices. Such a move could also help Apple gain market share from Android, a trend that has already been observed in the early months of this year.
The iPhone 18 Pro and Pro Max will be unveiled this fall alongside a new iPhone Ultra, which is expected to carry a significantly higher price tag. But for those eyeing the Pro models, the news so far is cautiously optimistic.
What do you think about Apple’s potential pricing strategy for the iPhone 18 lineup? Share your thoughts in the comments.
(Source: 9to5Mac)
