GF Securities analyst Jeff Pu reports that Apple may keep iPhone 18 Pro and iPhone 18 Pro Max pricing unchanged despite rising memory costs, easing concerns that higher RAM prices would automatically push flagship iPhone prices upward.
Pu, in an investment note first reported by MacRumors, states that Apple does not plan to increase prices relative to the iPhone 17 Pro lineup, which currently starts at $1,099 for the Pro and $1,199 for the Pro Max.
Rising memory costs have created pressure across the smartphone industry, as demand for high-bandwidth memory used in AI data centres has driven up prices for RAM and flash storage components.
Pu attributes Apple’s ability to hold pricing steady to aggressive cost-management strategies, including negotiations with key suppliers such as Samsung and SK Hynix, which manufacture memory chips used in iPhones.
He adds that Apple is also seeking more favourable terms for display panels and camera modules, suggesting that broader supply chain optimisation could offset higher semiconductor costs.
Memory pricing pressure and Apple’s margin strategy
The current surge in memory pricing has affected laptops, smartphones and other personal computing devices, raising expectations that 2026 flagship models across multiple brands would reflect those increases in retail pricing.
Apple has historically maintained premium margins on its Pro models, but analysts increasingly suggest that the company may accept slightly reduced margins to protect volume and maintain its competitive position.
TF International Securities analyst Ming-Chi Kuo previously indicated that Apple could absorb higher component costs rather than pass them directly to consumers, particularly if stable pricing supports stronger device sales.
Kuo argues that Apple can offset thinner hardware margins through continued growth in subscription services such as iCloud, Apple Music, Apple TV+ and Apple Arcade, which generate recurring revenue beyond the initial device purchase.
If Apple maintains starting prices at $1,099 and $1,199, the iPhone 18 Pro lineup would avoid a price increase during a period when component inflation has already affected other segments of the consumer electronics market.
Separate rumours suggest Apple could introduce a foldable iPhone later in the same release window with pricing potentially reaching $2,500, which would position that device as a distinct ultra-premium tier rather than a direct Pro replacement.
Apple has not confirmed pricing or specifications for the iPhone 18 Pro range, and final retail details are expected closer to the typical autumn launch window.
