Apple plans ‘aggressive pricing’ for iPhone 18 Pro models, report says

Rising memory costs have led to price increases on many Android smartphones, but in a new report, analyst Jeff Pu predicts that Apple will implement “aggressive pricing” for this fall’s iPhone 18 Pro and Pro Max.

iPhone 18 Pro pricing expected to defy industry trends

Demand for AI has driven up memory costs due to supply constraints, and some Android makers have already raised prices. Analysts also predict that the Android market may shrink overall this year as some budget smartphones will not be manufactured due to the cost crisis.

Naturally, many are wondering what Apple plans to do with its flagship iPhone 18 lineup.

This fall, the iPhone 18 Pro and Pro Max will be revealed alongside the iPhone Ultra.

Although Apple’s first “Ultra” model will undoubtedly carry a hefty price tag, predictions for the iPhone 18 Pro models have been cautiously optimistic. And the last good news comes from analyst Jeff Pu.

In a new research note seen by 9to5MacPu says Apple will use an “aggressive pricing strategy” for the iPhone 18 Pro and Pro Max, at least for the base models.

This lines up with previous reports, like those from Ming-Chi Kuo, which indicated that Apple wanted to keep its entry models at the same price as last year.

That would mean starting prices of $1,099 and $1,199 for the iPhone 18 Pro and Pro Max.

Apple would then potentially increase the prices of its higher storage tiers. This way, it can avoid a further drop in its margins while maintaining consistent prices for the most affordable models.

Such a move could help iPhone gain market share over Android, which has already happened in the first few months of the year.

What do you expect from the iPhone 18 Pro price? Let us know in the comments.

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