Apple plans aggressive pricing for iPhone ’18 Pro’ and ‘Pro Max’
Analysts had previously made similar assumptions.
9to5Mac reports that it has reviewed a new report from renowned analyst Jeff Pu. It suggests that Apple plans to pursue an aggressive pricing policy for the iPhone 18 Pro and Pro Max – at least for the models with the lowest memory capacity.
This means that the cost of devices will remain at the same level or increase slightly, despite a significant increase in production costs due to the crisis in the memory market.
In January 2026, another well-known insider, Ming Chi-Kuo, shared a similar prediction. He claimed that Apple was determined not to raise the price of the Pro versions of the upcoming iPhone 18 lineup.
9to5Mac therefore predicts that the iPhone 18 Pro will start at $1,099, while the iPhone 18 Pro Max will start
at $1,199. However, the journalists suggest that Apple could avoid a drop in profits by increasing the price of the higher-storage versions.
The announcement of new iPhones is traditionally expected in early September. Rumors suggest that, in addition to the usual lineup updates, a new foldable device, the iPhone Ultra, may be unveiled.
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