Apple to Hold iPhone 18 Pro Base Prices at $1,099 and $1,199 Despite Soaring Memory Costs, Analyst Says

Key facts

• Analyst Jeff Pu predicts Apple will use 'aggressive pricing' for iPhone 18 Pro and Pro Max base models.
• Base prices are expected to remain at $1,099 for iPhone 18 Pro and $1,199 for Pro Max.
• Higher storage tiers may see price increases to protect Apple's margins.
• Rising memory costs, driven by AI demand and supply constraints, have already raised Android smartphone prices.
• Analysts predict the Android market may shrink this year as some budget models are canceled due to cost pressures.
• from Ming-Chi Kuo about keeping entry-level prices stable.
• The iPhone 18 Pro Max will feature an LTPO Plus display with increased brightness and adaptive refresh rates.
• A new Obsidian black finish will return alongside dark purple, light blue, and silver color options.

Pricing Strategy Defies Industry Trend

Apple is expected to hold the starting prices of its upcoming iPhone 18 Pro and Pro Max at $1,099 and $1,199, respectively, according to analyst Jeff Pu. The move comes as memory costs surge due to AI-driven demand and supply constraints, which have already forced Android manufacturers to raise prices. Pu’s research note, seen by 9to5Mac, describes an 'aggressive pricing strategy' for the base models, a departure from the broader industry trend. This pricing decision could help Apple gain market share from Android, a shift that has already occurred in early 2025. By keeping entry-level prices unchanged while potentially increasing costs for higher storage tiers, Apple aims to balance margin protection with consumer affordability.

Analyst Predictions and Market Context

Jeff Pu’s forecast aligns with earlier reports from analyst Ming-Chi Kuo, who indicated Apple’s intent to maintain last year’s pricing for entry-level models. The strategy is particularly notable given that rising memory costs have led some Android manufacturers to raise prices, and analysts predict the Android market may shrink overall this year as budget smartphones are discontinued due to cost pressures. Pu’s note suggests Apple will absorb some cost increases on base models while offsetting them with higher prices on premium storage configurations. This approach could preserve margins while making the devices more accessible to a broader audience.

Design Overhaul: Return of Obsidian Black and New Colors

The iPhone 18 Pro Max will feature a revitalized color palette, including the return of a classic Obsidian black finish, alongside dark purple, light blue, and silver options. The black and space gray variants aim to convey sophistication, while lighter shades offer a contemporary aesthetic. Each color is designed to complement the phone’s build quality. This marks a significant design update, catering to users who prefer both understated and vibrant styles. The new colors are expected to be a key selling point for the flagship model.

LTPO Plus Display: Brighter and More Efficient

The iPhone 18 Pro Max will incorporate an LTPO Plus display, a notable upgrade from its predecessor. This technology offers increased luminosity for better visibility in various lighting conditions, improved energy efficiency for longer battery life, and adaptive refresh rates for smoother scrolling and responsive touch interactions. The display’s ability to dynamically adjust refresh rates enhances both performance and power conservation, making it ideal for streaming, gaming, and multitasking. The LTPO Plus panel is expected to deliver crisper visuals and a more immersive experience.

Implications for Apple's Market Position

By holding base prices steady, Apple could capitalize on the Android market’s contraction to attract cost-conscious consumers. The company has already seen early gains in market share this year, and the iPhone 18 Pro lineup may accelerate that trend. The aggressive pricing strategy, combined with design and display upgrades, positions Apple to strengthen its foothold in the premium smartphone segment. However, the potential price increases on higher storage tiers could limit the strategy’s appeal for power users. The overall impact will depend on consumer response and how Android manufacturers adjust their own pricing in the coming months.

What Comes Next: Launch Timeline and Ultra Model

The iPhone 18 Pro and Pro Max are expected to be unveiled this fall alongside the new iPhone Ultra, which will likely carry a higher price tag. While details on the Ultra remain scarce, its introduction suggests Apple is expanding its flagship lineup to cater to different segments. As the launch approaches, further leaks and analyst reports may clarify pricing for higher storage configurations and the Ultra model. For now, the focus remains on Apple’s strategy to defy industry trends and maintain competitive pricing for its core Pro devices.

The bottom line

• Apple plans to keep iPhone 18 Pro base prices at $1,099 and Pro Max at $1,199, bucking industry price hikes.
• Rising memory costs from AI demand have pressured Android makers, potentially benefiting Apple’s market share.
• Higher storage tiers may see price increases to protect Apple’s margins.
• The iPhone 18 Pro Max will feature an LTPO Plus display and a new Obsidian black color option.
• The strategy aligns with earlier analyst predictions and could accelerate Apple’s market share gains.
• The iPhone Ultra model is also expected this fall, likely at a premium price.