Apple may be planning to hold the line on pricing for its next-generation Pro iPhones.
According to fresh supply chain research, the iPhone 18 Pro models could launch at similar starting prices as the iPhone 17 Pro lineup.
Apple is targeting similar starting prices for the upcoming iPhone 18 Pro and iPhone 18 Pro Max, according to Jeff Pu, an equity analyst at GF Securities.
In a research note obtained by MacRumors, Pu said his firm’s recent supply chain checks suggest Apple is focused on strict cost management.
The goal, he said, is to keep the starting prices either “unchanged” or at a “similar level” compared to the iPhone 17 Pro models.
Current iPhone 17 Pro pricing
In the United States, the iPhone 17 Pro starts at $1,099.
Meanwhile, the iPhone 17 Pro Max carries a starting price of $1,199.
If Apple maintains its current pricing strategy, the iPhone 18 Pro models would likely debut at these same price points.
Cost management strategy
Pu noted that Apple has been negotiating with major suppliers, including Samsung and SK Hynix, to secure relatively “favorable” deals for memory chips.
This comes at a time when DRAM and NAND storage prices have been rising sharply.
Beyond memory components, Apple is also expected to look for ways to reduce costs in other core iPhone parts, including the display and camera systems.
The strategy appears aimed at offsetting rising production expenses without passing additional costs onto consumers.
Analyst consensus on pricing
Another well-known Apple analyst, Ming-Chi Kuo, has echoed similar expectations.
Kuo said Apple plans to “avoid raising prices as much as possible” for the iPhone 18 Pro models.
He predicted that the company would at least keep starting prices “flat” compared to the iPhone 17 Pro lineup.
Apple is widely expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September, following its traditional fall launch schedule.
Until then, pricing details remain based on analyst research and supply chain insights rather than official confirmation from Apple.
