A new report suggests Apple is preparing an ambitious pricing strategy for the iPhone 18 Pro and iPhone 18 Pro Max ahead of their expected launch this September.

Unexpected move: no price increase despite rising costs

Following the release of the iPhone 17e lineup, attention has quickly shifted to the next generation, particularly the iPhone 18 Pro and iPhone 18 Pro Max. Notably, several reliable sources indicate that consumers may receive positive news: prices could remain unchanged.

According to well-known analyst Ming-Chi Kuo from TF International Securities, Apple is likely to maintain current pricing for its upcoming premium models. At a time when component costs, including memory and chips, are rising sharply, such a move would be significant if confirmed.

Apple is believed to be leveraging fluctuations in the component market to strengthen its competitive advantage. Instead of passing increased costs on to consumers, the company may choose to absorb them to expand market share.

This approach reflects a clear strategic direction - accepting lower hardware margins in the short term in exchange for long-term growth, particularly in services, which generate higher profits.

Another notable aspect is Apple’s product release strategy. Multiple sources suggest that the iPhone 18 Pro and Pro Max will launch in the second half of 2026, while the standard iPhone 18 may be delayed until 2027.

If this proves accurate, Apple would continue prioritizing the premium segment, where it can maximize revenue and reinforce its brand image.

Currently, the iPhone 17 Pro starts at US$1,099, while the iPhone 17 Pro Max is priced from US$1,199. If Apple retains these price points for the next generation, it would be welcome news for consumers, especially as many competitors are raising prices.

Samsung, for example, has already increased prices for its Galaxy S26 lineup. This upward pricing trend is expected to spread across the industry due to mounting component costs.

Further confirmation from analysts

Ming-Chi Kuo is not alone in this view. Another analyst, Jeff Pu from GF Securities, has offered a similar assessment. According to him, Apple is working to keep iPhone 18 Pro pricing in line with the previous generation through what he describes as “cost management.”

Specifically, Apple is reportedly negotiating with major memory suppliers such as Samsung and SK Hynix to secure more favorable component pricing. At the same time, the company is looking to reduce costs in other areas, including camera modules and displays.

This comes as prices for DRAM and NAND - two key components in electronic devices - have risen significantly in recent months. The surge is largely driven by booming demand from companies building AI infrastructure, which is pushing up production costs for consumer electronics.

Alongside the Pro lineup, another product attracting attention is Apple’s first foldable iPhone. While not officially confirmed, multiple reports suggest it could debut around the same time.

One thing appears almost certain: the price will be high. Currently, the most expensive iPhone is the iPhone 17 Pro Max 2TB version, priced at US$1,999. This is also expected to be the starting price for the foldable model.

Estimates suggest the 256GB version could begin at around US$2,000, with 512GB and 1TB variants potentially reaching US$2,199 and US$2,399, respectively.

Although these figures may seem high, they are still lower than earlier predictions, which placed the starting price at US$2,399.

Launching an entirely new product line such as a foldable iPhone amid volatile component markets presents significant challenges. However, Apple appears to be betting on long-term gains.

In an industry facing mounting cost pressures, maintaining price stability - if realized - would represent a bold move.

More than just attracting consumers, this strategy reflects a broader vision: sacrificing short-term profit to capture market share and lay the groundwork for future growth in the AI era.

With these developments, the iPhone 18 Pro is not merely a hardware upgrade, but a strategic card in the global technology race.

 
Hai Phong