According to Jeff Pu, an equity analyst at investment firm GF Securities, Apple is aiming for the upcoming iPhone 18 Pro and iPhone 18 Pro Max to have the same starting prices as the iPhone 17 Pro and iPhone 17 Pro Max.
In today’s research report he obtained MacRumorsPu said his firm’s recent “supply chain survey” suggests that Apple is focusing on “cost management” in an effort to keep the starting prices of the iPhone 18 Pro models either “unchanged” or at a “similar level” compared to the iPhone 17 Pro models.
In the US, the iPhone 17 Pro starts at $1,099 and the iPhone 17 Pro Max starts at $1,199.
For example, Pu believes that Apple negotiated with Samsung and SK Hynix to achieve relatively “bargain” deals on memory chips amid skyrocketing prices for DRAM and NAND storage. He also expects Apple to find ways to reduce the cost of some of the iPhone’s other core components, including the display and cameras.
Another analyst, Ming-Chi Kuo, also said that Apple’s plan for the iPhone 18 Pro models was to “avoid raising prices as much as possible.” He predicted that Apple will at least keep the starting prices “on par” compared to the iPhone 17 Pro models.
Apple is expected to unveil the iPhone 18 Pro models in September.
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