The RAM crisis is expected to heavily affect smartphone prices in the future, but Apple apparently won’t be fazed by it. Apple is preparing some “aggressive pricing” for its upcoming iPhone 18 Pro and iPhone 18 Pro Max, according to a new research note from analyst Jeff Pu.
Unfortunately, Pu doesn’t put a number on this, and leaves us to speculate. But previous reports from Ming-Chi Kuo have claimed that both Pro models will start at the same prices as their predecessors.
In the US, pricing is $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max. However, anything other than the base models could see price increases, and it’s unclear whether the “aggressive pricing strategy” Pu talks about will apply in other countries as well.
However, Apple seems to want to keep the headline price (the “from” amount) the same as last year so that people have the perception that nothing has changed, covering some of the increased RAM costs by simply making more expensive versions. even more expensive. It’s definitely an interesting strategy, we’ll have to wait and see how successful it is (of course, if this entry is successful).
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