Tech industry analysts suggest that Apple Inc. plans to maintain starting prices of the iPhone 18 Pro line close to the iPhone 17 Pro pricing level.

The strategy reflects Apple’s focus on balancing production cost pressure and market demand.

In the United States, the iPhone 17 Pro starts at $1,099, while the Pro Max model begins at $1,199.

Rising component costs but price stability strategy

The upcoming devices are expected to use the A20 Pro chip, likely manufactured using an advanced 2-nanometre process.

Industry reports suggest that high demand for fabrication capacity from Taiwan Semiconductor Manufacturing Company may increase chip costs.

AI computing demand is also pushing up prices for DRAM memory and storage components.

However, Apple is reportedly negotiating with suppliers such as Samsung and SK Hynix to secure better memory pricing and is exploring cost optimisation in camera and display modules.

Profit margin trade-off and market expansion

Analysts including Ming-Chi Kuo and Jeff Pu suggest Apple may accept slightly lower profit margins if it helps maintain global smartphone market share.

The company could offset margin pressure through increased revenue from subscription-based services.

The iPhone 18 series is expected to launch around September 2026.

Overall, Apple’s pricing strategy appears to prioritise competitive positioning while managing rising semiconductor and manufacturing costs.