Katarzyna Petru
The market for RAM and mass storage is experiencing a difficult period, and the prices of DRAM and NAND modules have risen sharply in recent months. Theoretically, this should translate into more expensive high-end smartphones. Meanwhile, there are signals 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 with 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 the iPhone 18 Pro and iPhone 18 Pro Max are expected to maintain prices similar to the 17 Pro models. For reference, the iPhone 17 Pro started at $1099, while the Pro Max version began at $1199. Apple's strategy is based on keeping base prices "unchanged" or at a very similar level as the previous year.
Negotiations with Suppliers and Cost Cutting
The rising prices of memory are one of the biggest problems for electronics manufacturers. In some cases, DRAM and NAND modules are now several times more expensive than a year ago. Apple is said to be negotiating with key partners such as Samsung and SK Hynix to secure more favourable supply terms. At the same time, the company is looking for savings in other costly components, including display and camera module production.
Better components despite price pressure?
Maintaining a price does not have to mean compromising on quality. Leaks suggest that the iPhone 18 Pro may receive the latest OLED displays from Samsung and a camera with a variable aperture. This would mean that Apple is trying to balance cost control with further technology development.
Similar conclusions were previously presented by analyst Ming-Chi Kuo, who suggested that the company will do everything to avoid price increases as much as possible.
Although the situation in the memory market remains dynamic, at this moment much indicates 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 onto customers. Final pricing decisions will be revealed closer to the launch, but the current signals are certainly optimistic for buyers.
