The iPhone 18 Pro and iPhone 18 Pro Max are expected to be priced the same as their predecessors, according to a new research note from GF Securities analyst Jeff Pu.
Pu, who regularly reports on Apple’s supply chain developments, said his findings suggest pricing for the upcoming Pro models will remain unchanged.
Cost Pressures in the Smartphone Industry
The report comes at a time when smartphone pricing stability is uncertain. Memory production has increasingly shifted toward AI data centers, potentially affecting supply and pricing for consumer devices.
Despite these pressures, Pu said Apple is prioritizing cost management to maintain current price levels.
Supply Chain Negotiations
According to Pu’s research, Apple has been negotiating with Samsung and SK Hynix to secure favorable memory chip agreements.
Pu also expects Apple to reduce costs in other core components, including the display and camera systems, to offset any increase in RAM expenses.
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