iPhone 18 Pro, 18 Pro Max price may remain unchanged despite rising component costs

Early reports about the iPhone 18 Pro series suggest Apple may take a different pricing approach this year. Despite rising component costs across the industry, analysts believe the company may avoid increasing prices for its next premium iPhones.

The possibility comes as Apple recently launched the iPhone 17e and the MacBook Neo. Their pricing strategy has prompted industry watchers to look closely at how the company may position the upcoming iPhone 18 Pro lineup later this year.

Analysts hint at stable pricing strategy

According to TF International Securities analyst Ming-Chi Kuo, Apple may keep the starting prices of the iPhone 18 Pro and iPhone 18 Pro Max similar to their predecessors. Currently, the iPhone 17 Pro starts at Rs 1,34,900 while the Pro Max begins at Rs 1,49,900.

Kuo believes Apple is trying to turn the ongoing volatility in the memory market into an advantage. Instead of passing higher component costs on to buyers, the company may absorb part of the increase while securing supply contracts early. This approach could help Apple maintain competitive pricing while strengthening its position in the premium smartphone segment.

Memory market pressure influencing the industry

The broader smartphone market is currently dealing with rising costs of DRAM and NAND memory chips. Demand from companies building artificial intelligence data centres has pushed component prices higher, creating pressure for device makers to increase prices.

Another analyst, Jeff Pu from GF Securities (via. Macrumors), has also suggested that Apple could keep iPhone 18 Pro pricing similar to current models by focusing on cost management. His research indicates that Apple has been negotiating with suppliers such as Samsung and SK Hynix to obtain more favourable pricing for memory components. The company is also believed to be trying to lower expenses related to parts like displays and cameras.

If Apple maintains current pricing, the move would contrast with other smartphone brands that are already raising prices due to rising component costs. Holding prices steady could help Apple expand its market share while competitors face higher production expenses.

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Stay tuned for all the updates about the upcoming iPhone 18 Pro series.