Katarzyna Petru
The market for RAM and mass storage is going through a tough period, and prices for 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 upcoming models at the current level. According to analysts, the company is working intensively on optimizing 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 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 started at $1199. Apple's strategy is to base itself on keeping 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 problems for electronics manufacturers. In some cases, DRAM and NAND modules are today 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 better supply terms. At the same time, the company is looking for savings in other costly components, including display production and camera modules.
Better components despite price pressure?
Maintaining price does not have to mean compromises in 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 reconcile cost control with further technology development.
Similar conclusions were previously presented by analyst Ming-Chi Kuo, who suggested that the company would do everything possible to avoid price increases to the greatest extent possible.
Although the memory market situation remains dynamic, at this moment, much indicates that the iPhone 18 Pro will not be more expensive than its predecessor. Apple is looking for savings in the supply chain and negotiations with component manufacturers instead of passing costs onto customers. Final pricing decisions will be known closer to the release, but the current signals are definitely optimistic for buyers.
