Apple Aims to Keep iPhone 18 Pro Starting Prices in Line With iPhone 17 Pro

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Apple is working to keep the starting prices of the iPhone 18 Pro and iPhone 18 Pro Max at roughly the same level as the current iPhone 17 Pro models, according to supply chain research shared by equity analyst Jeff Pu of GF Securities.

In the U.S., the iPhone 17 Pro starts at $1,099 and the iPhone 17 Pro Max starts at $1,199. Apple’s goal for the next generation is to keep pricing either unchanged or at a similar level, despite rising component costs.

Apple Is Focusing on Cost Control to Offset Rising Memory Prices

Behind the scenes, Apple is prioritizing cost management as DRAM and NAND storage prices climb sharply. The company has reportedly been negotiating with major memory suppliers Samsung and SK Hynix to secure more favorable pricing on chips.

Memory is one of the most expensive components inside a modern smartphone. Rising DRAM and NAND costs can significantly affect overall device pricing, especially for high-end models with large storage tiers.

Apple is also expected to look for savings in other core components, including display panels and camera systems, in order to balance its bill of materials without pushing retail prices higher.

Analysts Expect Flat Pricing Strategy for the Pro Line

Industry analyst Ming-Chi Kuo has similarly indicated that Apple plans to avoid price increases for the iPhone 18 Pro models as much as possible. That suggests the company is attempting to preserve its current premium pricing structure rather than testing higher entry points.

If Apple succeeds, the iPhone 18 Pro lineup would maintain a starting price of $1,099, with the Pro Max beginning at $1,199 in the U.S., matching the previous generation.

Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September.

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