Katarzyna Petru
The market for RAM and mass storage is experiencing a tough period, with prices for DRAM and NAND modules rising significantly in recent months. Theoretically, this should lead to more expensive high-end smartphones. Meanwhile, there are indications that Apple will try to keep the prices of the upcoming models at the current level. According to analysts, the company is working intensively on optimising production costs. The goal is to avoid price increases at the launch of the iPhone 18 Pro series. If these reports are confirmed, it will be good news for customers.
Prices unchanged compared to the previous generation
Analyst Jeff Pu from GF Securities claims that iPhone 18 Pro and iPhone 18 Pro Max will maintain prices similar to the 17 Pro models. For reference, the iPhone 17 Pro started at 1099 dollars, while the Pro Max version started at 1199 dollars. Apple's strategy is to keep base prices "unchanged" or at a very similar level as the previous year.
Negotiations with Suppliers and Cost-Cutting
Rising memory prices are one of the biggest challenges for electronics manufacturers. In some cases, DRAM and NAND modules are now several times more expensive than a year ago. Apple is set to hold talks with key partners such as Samsung and SK Hynix to negotiate more favourable supply terms. At the same time, the company is looking for savings in other costly components, including the production of displays and camera modules.
Better components despite price pressure?
Maintaining price doesn't have to mean compromises in quality. Leaks suggest that the iPhone 18 Pro may receive the latest OLED displays from Samsung along with a camera featuring variable aperture. This would mean that Apple is attempting to balance cost control with further technological advancement.
Similar conclusions were previously presented by analyst Ming-Chi Kuo, who suggested that the company will do everything possible to avoid price increases to the greatest extent.
Although the situation in the memory market remains dynamic, at this moment it seems likely that the iPhone 18 Pro will not increase in price compared to its predecessor. Apple is looking to find savings in the supply chain and negotiations with component manufacturers, rather than passing costs on to customers. Final pricing decisions will be known closer to the launch, but current signals are definitely optimistic for buyers.
