Several industry experts believe that Apple may keep iPhone 18 Pro prices unchanged for its fall 2026 launch, despite rising costs for key components. Supporting this outlook, MacRumors recently highlighted Jeff Pu, an equity analyst with investment firm GF Securities, who also expects that Apple will not raise starting prices for the new Pro models. This comes as welcome news for buyers anticipating the next-generation flagship.
Prices for iPhone 18 Pro Expected to Stay Flat
Pu’s analysis, based on supply chain checks and memory pricing trends, suggests the iPhone 18 Pro models will likely start at the same levels as the current generation:
- iPhone 18 Pro: $1,099
- iPhone 18 Pro Max: $1,199
Even though DRAM and NAND flash prices have increased recently, Pu believes Apple has the negotiating power and strategic flexibility to absorb these costs rather than passing them on to consumers.
Why Analysts Expected a Price Increase
Industry watchers had anticipated a possible price hike because of rising component costs and advanced chip technology. Memory suppliers have increased prices due to growing demand from AI and data center infrastructure, while the iPhone 18 Pro is expected to feature a next-generation A20 Pro chip, possibly built on a more advanced manufacturing process. These combined factors initially suggested that Apple might raise retail prices, particularly for the Pro models with higher-end configurations.
How Apple Could Maintain Current Pricing
Jeff Pu highlights several reasons why Apple could avoid increasing prices. The company has strong negotiating leverage with key component suppliers such as Samsung and SK Hynix, which could help offset rising costs. Pro models historically carry high margins, giving Apple flexibility to absorb some expenses without passing them on to consumers. Additionally, U.S. buyers are both upgrade-conscious and increasingly price-aware, so maintaining the entry-level price point could help sustain demand.
Other Rumored iPhone 18 Pro Upgrades
Although pricing remains a major focus, the iPhone 18 Pro is also expected to bring meaningful hardware improvements. Rumors suggest an advanced A-series processor that boosts performance and efficiency, possible camera enhancements including variable aperture technology, refinements to under-display Face ID, and better battery and energy efficiency. These features are still unconfirmed and will likely be finalized closer to the launch.