A new report suggests Apple may be preparing a more assertive Apple pricing strategy for its next premium phones. According to 9to5Mac, GF Securities analyst Jeff Pu expects the company to use aggressive pricing on the iPhone 18 Pro and Pro Max lineup.
The key point is that the base configurations may not see a price increase. Pu said the lower-storage versions are at least expected to follow that approach, which lines up with earlier comments from well-known supply-chain analyst Ming-Chi Kuo that Apple hopes to keep this year’s new iPhone pricing in line with the previous generation.
If that happens, the starting prices for the iPhone 18 Pro and iPhone 18 Pro Max could stay at $1,099 and $1,199, respectively. That would let Apple keep its headline pricing stable even as many Android phone makers are already raising prices under pressure from higher DRAM costs.
At the same time, the report says higher-spec versions of the lineup could still become more expensive. That would give Apple more room to protect margins without changing the advertised entry price of the flagship range.
From a market perspective, that kind of aggressive pricing could also help Apple appeal to more users thinking about switching over from Android. In other words, Apple may be trying to balance two goals at once: keeping the first step into the Pro lineup familiar, while using higher trims to absorb cost pressure and defend profitability.
