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Apple may stir up the market again, this time with the iPhone 18 Pro model. After the surprisingly affordable MacBook Neo, the company is reportedly considering a completely different approach to pricing its flagship smartphones. However, this isn't just about a simple price increase; Apple supposedly wants to change the way it positions its devices in the range.
Greater distance between "standard" and Pro
Instead of raising prices across the entire line of iPhones, Apple could focus on more clearly separating the Pro models from the basic versions. This means that standard iPhones can remain relatively affordable, while Pro versions become even more premium in terms of both features and price. Such a strategy allows the company to attract new users with a lower barrier to entry, while also earning more from the most demanding customers. This approach aligns with recent decisions by Apple, which show that the company is increasingly operating at two levels of availability and exclusivity.
Smart price hikes instead of price shock
However, it is not certain whether the iPhone 18 Pro will actually be much more expensive. An "aggressive" pricing strategy may mean more subtle differences between markets, new configurations, or slight increases hidden in better equipment. Rising component costs, especially memory related to AI development, are putting pressure on manufacturers, but Apple often tries to balance between margin and demand. Therefore, instead of one big price jump, we may see more thoughtful and spaced-out changes over time.
Apple may change the way it prices iPhones, rather than simply raising the prices. The iPhone 18 Pro has a chance of becoming even more "premium," but without any sudden price shock for customers.
source: digitaltrends
