The looming RAM crisis is anticipated to significantly impact smartphone pricing in the near future. However, Apple appears unfazed by this challenge. According to a recent research note from analyst Jeff Pu, Apple is preparing for "aggressive pricing" for its upcoming iPhone 18 Pro and iPhone 18 Pro Max.
While Pu does not specify exact price points, previous reports from renowned analyst Ming-Chi Kuo suggest that both Pro models will begin at the same price as their predecessors.
In the United States, the anticipated starting prices are $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max. However, it is likely that other configurations will see price increases. It remains uncertain whether Pu's "aggressive pricing strategy" will extend to international markets.
Nonetheless, Apple aims to keep the headline prices (the starting amounts) consistent with last year's figures, creating the impression that there have been no substantial changes. At the same time, the company plans to offset rising RAM costs by increasing the prices of higher-end models even further. This strategy is intriguing, and it will be interesting to see how effective it will be—assuming this rumor holds true.
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