Summary created by Smart Answers AI
In summary:
- Macworld reports that the iPhone 18 Pro and 18 Pro Max are expected to keep similar prices to their predecessors despite RAM supply issues.
- Apple is implementing cost-control strategies, including negotiations with suppliers, to avoid price increases ahead of an expected fall 2026 launch.
- Analysts predict stable prices for these models, offering positive news for consumers worried about rising smartphone costs.
“No news is good news” rarely applies to smartphone launches: a new phone that’s pretty much the same as its predecessor can only be a disappointment. But one exception, especially in times of economic turmoil, is price.
Last fall’s iPhone 17 Pro and 17 Pro Max were premium phones with prices to match: the 17 Pro starts at $1,099 and the 17 Pro Max at $1,199. However, there have been concerns that the 18 Pro will become even more expensive due to market pressures, and we’re very relieved to report that the consensus among experts now is that it won’t. No news is good news.
In a research report seen by 9to5Mac this week, GF Securities analyst Jeff Pu says that Apple has implemented cost-control measures for late-2026 iPhone updates to sell the 18 Pro and 18 Pro Max at “unchanged (price) or at a similar level” to the 17 Pro and 17 Pro Max. This follows similar predictions from other analysts, including the well-known Ming-Chi Kuo.
Fears of a price hike were based on a shortage of RAM in supply, largely driven by the AI market and its ever-growing infrastructure needs. Apple itself has acknowledged that this is a challenge. In its Q1 earnings report last month, CEO Tim Cook said that while RAM price hikes did not impact the company this quarter, it is likely to have an impact later this year. Apple is now “in delivery-chasing mode,” he admitted.
Cost control measures include negotiating with suppliers to secure favorable terms (in return Apple may agree to buy in larger volumes) and cutting costs in areas other than memory. It’s not clear how Apple will cut costs for things like the display and cameras, but under normal circumstances, the same components can be expected to get cheaper year after year.
The iPhone 18 Pro and 18 Pro Max will launch in the fall of 2026, almost certainly in September, and likely alongside the iPhone Fold. (It’s going to be extremely expensive, I’m afraid.) The standard iPhone 18 isn’t expected to launch until next spring, likely alongside the iPhone 18e.
For all the latest news and rumours, check out our regularly updated iPhone 18 superguide. Or, if you can’t wait until autumn, make sure you’re paying the lowest price in the current range with our roundup of the best iPhone deals.