Apple is aiming to keep the launch price of the iPhone 18 Pro and iPhone 18 Pro Max the same as the current generation, despite rising component costs. According to Jeff Pu, an analyst at GF Securities, the company is focused on cost control to avoid price increases for its 2026 Pro models.
The iPhone 17 Pro starts at $1,099 in the United States, while the iPhone 17 Pro Max starts at $1,199. Keeping these prices will not be easy, as DRAM memory and NAND storage costs have increased sharply in recent months.
Negotiations With Samsung And SK Hynix To Reduce Costs
According to supply chain research from GF Securities (thanks MacRumors), Apple is negotiating closely with Samsung and SK Hynix to secure better deals on memory chips. These components make up a large part of the iPhone’s production cost, especially in Pro models, which usually include more RAM and higher storage options.
In addition to memory, Apple is also looking for ways to reduce costs in other key components such as the display and cameras. These parts are traditionally among the most expensive in high-end smartphones. While Apple has not publicly confirmed these strategies, supply chain activity suggests a coordinated effort to keep final prices stable.
Ming-Chi Kuo, another well-known Apple analyst, has also stated that the company plans to “avoid raising prices as much as possible.” He expects Apple to keep starting prices “flat” compared to the iPhone 17 Pro models.
The iPhone 18 Pro lineup is expected to be announced in September 2026, following Apple’s usual launch schedule. If the company manages to maintain current prices despite higher component costs, it would stand out in a market where many manufacturers have already raised their prices.
With memory and other hardware becoming more expensive, Apple’s ability to absorb these increases without passing them on to customers will be closely watched. If successful, it could further strengthen the company’s position in the premium smartphone segment.
In other news, the introduction of the Cosmic Orange color for the iPhone 17 Pro and iPhone 17 Pro Max has been a major driver behind Apple’s 38% year-over-year revenue growth in China for the first fiscal quarter of 2026.
