Analyst Jeff Pu claims Apple is aiming to keep iPhone 18 Pro pricing “unchanged or at a similar level” as the current generation.
US prices could start at USD 1,099 for the Pro and USD 1,199 for the Pro Max, mirroring the iPhone 17 Pro series.
Apple is reportedly negotiating better memory deals and cutting component costs to offset rising DRAM and NAND prices.
The Apple iPhone 17 Pro series got a lot of attention for its new design, features and the price hike compared to the iPhone 16 Pro models. Now, the latest reports suggest that the next generation Pro models, including the iPhone 18 Pro and iPhone 18 Pro Max, could be priced the same as the current iPhone 17 Pro models.
SurveyThis comes after analyst Jeff Pu of GF Securities, citing supply chain checks, stated that Apple is working aggressively to keep pricing for the iPhone 18 Pro lineup “unchanged or at a similar level” compared to the existing generation. In the US market, this means it would start around USD 1,099 for the iPhone 18 Pro and USD 1,199 for the iPhone 18 Pro Max. For reference, the iPhone 17 Pro series begins at Rs 1,34,900 in India.
For the unversed, the prices of DRAM and NAND flash memory are rising. Industry reports indicate that chipmakers have been allocating more production capacity to AI-focused data centres, tightening supply for consumer electronics. As a result, several Android smartphone brands have either increased retail prices or adjusted configurations by reducing RAM and storage at similar price points.
Also read: Samsung Unpacked 2026: Galaxy S26 series and Galaxy Buds 4 to launch on this date
To cater to this, Pu suggested that Apple is using its scale and long-standing supplier relationship to negotiate better memory pricing from partners such as Samsung and SK Hynix. Additionally, the brand is also believed to reduce costs in other areas, including display and camera components, to offset the rising costs of memory. Analyst Ming-Chi Kuo has also previously noted that Apple aims to limit price increases for the iPhone 18 series as much as possible, even if that results in tighter hardware margins.
Apple iPhone 18 Pro price leaks
So, if the above details are believed to be true, the iPhone 18 Pro could start at Rs 1,34,900 while the iPhone 18 Pro Max could be priced at Rs 1,49,900. In the past, the stable US pricing has often indicated limited year-on-year increases in India, though exchange rates and local taxes can still influence final MRPs.
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Ashish Singh
Ashish Singh is the Chief Copy Editor at Digit. He's been wrangling tech jargon since 2020 (Times Internet, Jagran English '22). When not policing commas, he's likely fueling his gadget habit with coffee, strategising his next virtual race, or plotting a road trip to test the latest in-car tech. He speaks fluent Geek. View Full Profile
