As the current RAM chip shortage leads some Android smartphone makers to raise prices, one analyst believes Apple will take advantage of the situation with the upcoming iPhone 18 Pro and iPhone 18 Pro Max.
In a research note released today by GF Securities, analyst Jeff Pu said he expects Apple to outperform in the smartphone market by having an “aggressive pricing strategy” for the iPhone 18 Pro models. He previously predicted that starting prices for the iPhone 18 Pro models would remain unchanged or only slightly higher than those for the iPhone 17 Pro models.
In the US, the iPhone 17 Pro starts at $1,099 and the iPhone 17 Pro Max starts at $1,199, with 256GB of storage. Both devices come with 12GB of RAM, and the iPhone 18 Pro models are expected to have an equal amount of RAM.
Apple said it expects “significantly higher memory costs” in the current March-June quarter, and so is not entirely immune to the problem. However, Apple’s size probably gives it more leverage over RAM suppliers than most, if not all, Android smartphone makers. Additionally, Pu previously said he expected Apple to find ways to reduce costs on some other iPhone components, including the display and cameras.
The iPhone 18 Pro models are rumored to feature a smaller Dynamic Island, a faster A20 Pro chip, variable aperture for at least one rear camera, a simplified camera control button, 5G via satellite, a special “Dark Cherry” color, and more.
Apple is expected to unveil the iPhone 18 Pro models in September, while the iPhone 18 and iPhone 18e are expected to debut around March 2027.