iPhone 18 Pro Could Launch at the Same Price as iPhone 17 Pro Despite the RAM Crisis

Apple could be preparing a surprisingly consumer-friendly pricing strategy for its next-generation Pro iPhones, even as the broader smartphone industry grapples with rising RAM costs. According to a new report by 9to5Mac, citing analyst Jeff Pu, the Cupertino giant is planning an "aggressive pricing" approach for the upcoming iPhone 18 Pros.

Apple May Hold the Line on iPhone 18 Pro Price

As per Pu's research note seen by 9to5Mac, Apple is expected to keep the starting prices of the iPhone 18 Pro and iPhone 18 Pro Max unchanged compared to their predecessors. This means base models could debut at around $1,099 (approximately Rs 1,04,500) and $1,199 (approximately Rs 1,13,500), respectively, despite the ongoing RAM crisis.

If true, this move will be particularly notable at a time when memory prices are pushing many OEMs toward price hikes. Apple's strategy, however, appears to focus on maintaining accessible entry points for its premium lineup while potentially increasing prices for higher storage tiers to protect margins. 

Image Credit: Beebom Gadgets

The report adds that such pricing could help Apple further expand its market share, especially as Android rivals struggle to maintain stable pricing. The brand recently posted strong numbers on the Apple Q2 2026 earnings call, showcasing continued demand for its ecosystem of products and services. 

Moreover, since the first iPhone Fold (aka iPhone Ultra) will be undoubtedly pricey, it's good to see that the Pros will not see any unnecessary bump in prices this year.

Most importantly, aggressive pricing does not appear to come at the cost of innovation. Reports suggest that the iPhone 18 Pro will feature a variable aperture camera system to improve photography versatility. 

Additionally, leaked iPhone 18 Pro Max dummy units indicate design refinements, such as a smaller Dynamic Island and larger camera modules. 

Ultimately, it appears that Apple is planning on a calculated balancing act to avoid alienating price-sensitive buyers, especially in markets like India. With the iPhone 18 Pro series expected to launch later this year, the reported pricing strategy could help give Apple leverage in an increasingly volatile market.