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Apple has long kept the prices of its devices stable, even as competitors like Microsoft raised the prices of their Surface series. This strategy gave Apple an advantage and attracted customers, but all indications are that it is coming to an end. According to the latest analysis, the iPhone 18 model may be the first to break this policy.
Apple versus rising costs
Apple has managed over the last few years to deal with rising component costs while avoiding direct price increases. The company has optimised its offerings, changed configurations, and managed its supply chain in order to keep prices at a stable level. However, the situation in the memory market is beginning to spiral out of control as DRAM costs rise, and demand driven by the development of AI is only exacerbating the problem. Even Apple, which is known for its control over production and logistics, is beginning to feel the pressure.
iPhone 18 with a higher price?
Analysts predict that Apple may raise the price of the iPhone 18 by about 100 dollars compared to the previous generation. It is not a huge jump, but symbolically it marks the end of the strategy of "keeping prices at all costs." Interestingly, even after the increase, Apple may still appear competitive, as other manufacturers are raising prices even faster. At the same time, the company can continue to apply its approach of balancing between accessibility and premium, offering various price options for different user groups.
Apple has long resisted price increases, but rising component costs may finally force the company to change its approach. The iPhone 18 could be the first sign that the era of stable prices is coming to an end.
source: wccftech
