There are still quite a few months until the release of the new iPhone 18 Pro and Pro Max, and yet rumors continue unabated. Once again, there is talk about the possible price of the next models, one of the hot topics of the discussion: given the overall climate of the tech world (with the memory crisis and increases), will there be problems with Cupertino’s upcoming smartphones?
iPhone 18 Pro and Pro Max: Apple’s strategy to avoid price increases
According to a well-known analyst, enthusiasts can begin to sleep soundly: according to Jeff Pu of GF Securities, a reliable source when it comes to details coming from Apple’s supply chain, price increases are not expected.
iPhone 18 Pro and Pro Max are expected to arrive at the same price as the current models, that is $1,099 and $1,199. Clearly the rumors concern the US market, so it remains to be seen how things will evolve. In Italy, iPhone 17 Pro and Pro Max debuted from €1,339 and €1,489, so fingers crossed.
According to the analyst’s report, Apple would be focusing on cost management to keep prices unchanged: the US company would have negotiated with Samsung and SK Hynix to obtain favorable memory chip deals (the subject of the current sector crisis) and at the same time would have reduced costs of other components, such as displays and cameras.
We recall that the launch of the new iPhone 18 Pro is scheduled for September, together with the much-talked-about iPhone Fold. However 2026 should be a year of changes for Cupertino’s usual strategy: in fact the base model and iPhone 18e should arrive later, in the coming spring.
