Analysts Predict Stable U.S. Pricing for iPhone 18 Pro Models

Apple is expected to unveil its iPhone 18 Pro and iPhone 18 Pro Max models in September 2026, with analyst reports suggesting the company may pursue an aggressive pricing strategy to keep starting prices stable in the U.S. market despite rising global component costs. This approach would contrast with reported price increases from some competitors.

Analyst Jeff Pu of GF Securities anticipates Apple will outperform in the smartphone market by absorbing higher supply chain costs rather than passing them on to consumers. He previously predicted the starting prices for the iPhone 18 Pro models would remain unchanged or see only a slight increase. In the U.S., the current iPhone 17 Pro starts at $1,099 and the Pro Max at $1,199, both with 256GB of storage. The new Pro models are expected to retain 12GB of RAM.

The broader industry faces increased memory costs, a situation some reports have termed a "RAM crisis," driven in part by high demand for artificial intelligence hardware. Apple's own leadership recently noted expectations for "significantly higher memory costs" in the current quarter. However, the company's massive scale and purchasing power are seen as providing leverage to...