Apple May Absorb Higher Chip Costs to Keep iPhone 18 Pro Price Stable Amid Market Pressure

With the iPhone 17e now out in the market, attention shifts to Apple's next flagship models, the iPhone 18 Pro and iPhone 18 Pro Max. Potential customers are bracing for hefty price tags, something that appears imminent with the price of memory and chips surging in the market.

But if the forecast of TF International Services analyst Ming-Chi Kuo is to be believed, consumers may heave a sigh of relief. He hints that the Cupertino company may leave the price of its next flagship phones unchanged in a move that would help it keep its market share.

'Pricing from the iPhone 17e to MacBook Neo reinforces my earlier view of Apple's strategy: use the memory market chaos to their advantage—secure the chips, absorb the costs, and grab more market share,' he said in a social media post.

Apple's Costly Approach for Market Share

If it does happen, it means Apple may absorb the rising component costs instead of passing that burden onto the buyers. Kuo's take is not that different from what Jeff Pu of GF Securities speculated in February.

Pu also said last month that he sees Apple maintaining the same prices for the iPhone 18 Pro and iPhone 18 Pro Max models as their iPhone 17 Pro counterparts. He pointed out that this is part of the company's cost management strategy in a report from The Independent.

To have an idea of the possible cost of the iPhone 18 Pro and iPhone 18 Pro Max, taking a look at the iPhone 17 Pro models' prices would be best. At the moment, the iPhone 17 Pro retails for £826 ($1,099) while the iPhone 17 Pro Max costs around £901 ($1,199).

The iPhone 18 Pro and iPhone 18 Pro Max are projected to come out in September. Anything can still happen in the following months. Hearing that the prices may remain unchanged is welcome news. However, there remains a possibility that the Cupertino company may jack up the prices, although not dramatically.

Pricing Dependent on 'Negotiations'

One factor to look out for is the talks being done between Apple, Samsung and SK Hynix. Discussions on a potential favourable memory chip deal are expected to continue, with the final decision likely to indicate if consumers will get a reasonably priced new iPhone in the autumn.

The prices of DRAM and NAND chips have notably spiked in the last couple of months, mainly due to the soaring demand of companies that are building AI server infrastructure. This has affected the cost of storage and memory components across the electronics industry, something detailed by Trusted Reviews.

The price is expected to be a driving factor for consumers who intend to buy the iPhone 18 Pro or iPhone 18 Pro Max. Aside from the retail price, the features that the next Apple flagships are what most would also want to know.

What We Know of the iPhone 18 Pro Series

Various leaks suggest that the iPhone 18 Pro series will have significant changes. This includes the design, display, performance, camera, battery life and more.

As far as design, rumours suggest the iPhone 18 Pro and iPhone 18 Pro Max will be thicker than their predecessor. Ice Universe suggests it will measure 8.8mm in thickness. Instant Digital, on the other hand, hints that it could weigh approximately 240 grams.

As for the display of the iPhone 18 Pro models, it may feature a smaller, left-aligned punch-hole camera up front. The Dynamic Island will still be there but may be smaller, according to Jon Prosser of Front Page Tech.

As far as battery, the iPhone 18 Pro and iPhone 18 Pro Max may come with a slightly thicker battery, something that could be around 5,000 mAh. The device is also expected to come with a better camera, with the main rear camera potentially featuring a 48MP wide lens, according to Kuo.

There are a lot of rumoured and unverified features of the iPhone 18 Pro and iPhone 18 Pro Max that have come out. These are expected to ramp up in the coming months as the launch of Apple's new flagships nears. Once the official specs are out, it will be up to the buyers to decide if the prices set by the Cupertino company are worth it or not.