Apple is planning an aggressive pricing strategy for the iPhone 18 Pro models, aiming to keep starting prices unchanged despite rising costs, according to a new report.
A research note cited by 9to5Mac says Apple could launch the iPhone 18 Pro and Pro Max at the same starting prices as the current generation. That means around $1,099 for the Pro and $1,199 for the Pro Max.
The company is expected to absorb higher component costs, including memory and chip expenses, instead of passing them directly to buyers. Analysts say this “aggressive pricing” approach is meant to keep base models attractive and competitive in the premium smartphone market.
However, Apple may still increase prices for higher storage variants. This would help protect profit margins while maintaining a lower entry price for most customers.
The strategy could also help Apple gain more market share from Android competitors, especially as global smartphone prices continue to rise. Analysts believe stable pricing could make the iPhone 18 Pro lineup more appealing to new users.
The iPhone 18 Pro series is expected to launch later this year, likely in September, following Apple’s usual release schedule.
Looking ahead, Apple’s pricing decision may play a key role in how well the iPhone 18 lineup performs in an increasingly competitive market.
Source: 9to5Mac (via analyst report)
