It is claimed that Apple will follow an aggressive pricing strategy for the iPhone 18 Pro and iPhone 18 Pro Max models, which are expected to be released soon. Despite the increasing RAM costs in the smartphone industry, it is stated that Apple can keep the starting prices of its new Pro models at the same level as the previous generation.

New research notes shared by analyst Jeff Pu reveal that Apple is preparing for competitive pricing. Information previously brought up by Ming-Chi Kuo also indicates that the two Pro models may maintain their current starting prices.

Starting prices may remain constant

According to data for the US market, the iPhone 18 Pro is expected to be offered for sale with a starting price of $1,099 and the iPhone 18 Pro Max with a starting price of $1,199. With this strategy, Apple aims to show that there is no increase in the price tags that users first encounter.

However, this may not cover all models. It is possible that Apple will keep the price constant for entry-level storage options only, while increasing the price for higher-capacity models. Thus, the company can pass on the increasing component costs to its users in the upper segment.

In the smartphone market, RAM costs create significant price pressure for manufacturers. The high amount of memory and advanced hardware features used, especially in flagship models, directly increased production costs. Apple’s maintenance of the starting price plays a critical role in the sales performance of the Pro series and the psychological threshold in the market.

Pricing strategy and market implications

Apple, which has applied significant price differences between storage options in the past years, may follow a similar path this time. Even if the price of the basic model does not change, it seems likely that there will be an increase in versions with high storage capacity such as 512 GB or 1 TB. With this method, the company can transfer the cost increase to the group of users who are ready to pay more.

It remains unclear how this strategy mentioned by Jeff Pu will be reflected in markets outside the USA. Since Apple determines its pricing according to local market conditions such as tax, exchange rate and logistics costs, it is not clear how the prices in countries such as Turkey will be shaped. For now, all this information is just claims based on analyst notes and industry sources.

Apple has not yet made an official statement about the prices of the iPhone 18 Pro series. However, the general expectation in the industry is that the company will avoid a sharp price increase, at least for entry-level models. This pricing decision could affect not only Apple users but also other Android manufacturers experiencing similar cost pressure. What do you think about this price strategy of Apple?