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Apple has long kept the prices of its devices stable, even as competitors like Microsoft raised prices on their Surface series hardware. This strategy gave Apple an advantage and attracted customers, but everything indicates that it is about to come to an end. According to recent analyses, the iPhone 18 model may be the first to break this policy.
Apple vs. Rising Costs
Apple has managed the rising costs of components over the past few years without implementing direct price increases. The company has optimized its offerings, changed configurations, and managed the supply chain to keep prices at similar levels. However, the situation in the memory market is starting to spiral out of control; DRAM costs are rising, and demand driven by the growth of AI only exacerbates the problem. Even Apple, 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 increase the price of the iPhone 18 by about $100 compared to the previous generation. This isn’t 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 may continue to employ its approach of balancing between availability and premium, offering different price variants for different user groups.
Apple resisted price increases for a long time, but rising component costs may finally force the company to change its approach. The iPhone 18 may be the first sign that the era of stable prices is coming to an end.
source: wccftech
