Despite a global spike in component prices, analyst Jeff Pu indicates that Apple is planning an aggressive pricing strategy for the iPhone 18 Pro lineup to keep the starting prices stable (via MacRumors).
The industry is currently grappling with what many are calling a “RAM crisis.” High demand for artificial intelligence hardware has driven up the cost of memory significantly. Even Apple’s own leadership recently noted that they expect to see higher memory costs impacting their business this year.
However, it seems the tech giant is willing to absorb some of these costs to maintain its dominant market share. According to the latest reports, by keeping its entry-level Pro prices stable, Apple would effectively be undercutting rivals who have been forced to raise prices due to the same supply chain pressures.
There is, however, a small catch for those looking for more storage. While the base models may stay the same, some analysts suggest that Apple might increase the price of higher-tier storage variants, such as the 512GB and 1TB models. This would allow the company to maintain its profit margins while still being able to advertise an attractive “starting at” price point for the general public.
The iPhone 18 Pro series is expected to be more than just a price play. Rumours suggest these devices will feature the new A20 Pro chip, built on an advanced 2nm process. This should provide a 15% boost in performance and roughly 30% better energy efficiency.
On the photography side, the biggest buzz surrounds a new variable aperture system for the main camera. This hardware-level change would allow the lens to physically adjust how much light enters, mimicking the functionality of a professional DSLR.
Combined with a rumored Dark Cherry colour option and a significantly smaller Dynamic Island, the 18 Pro is shaping up to be a substantial refresh.
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