The ongoing RAM crisis is anticipated to significantly impact smartphone pricing in the future, yet Apple appears unfazed by these challenges. Analyst Jeff Pu has indicated that the company is preparing for "aggressive pricing" for its upcoming iPhone 18 Pro and iPhone 18 Pro Max.
Although Pu does not provide specific figures, previous insights from Ming-Chi Kuo suggest that both Pro models may launch at prices comparable to their predecessors.
In the United States, that would mean a starting price of $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max. It is worth noting that premium versions of these models could see price increases, and it remains uncertain whether the "aggressive pricing strategy" will extend to international markets.
Apple seems intent on maintaining the starting price at last year's levels to create the perception of stability, while offsetting increased RAM costs through higher prices for the more advanced variants. This approach presents an intriguing strategy, and we will have to wait to see how effective it is—assuming this rumor materializes.
