Apple may not raise prices for its next-generation Pro iPhones after all. According to a new report from 9to5Mac, the upcoming iPhone 18 Pro and iPhone 18 Pro Max are expected to start at the same prices as the current iPhone 17 Pro models.
The information comes from Jeff Pu, an equity analyst at GF Securities, who shared details in a recent research note obtained by MacRumors. Based on supply chain checks, Pu says Apple is focusing heavily on cost management to keep pricing either “unchanged” or at a “similar level” compared to the iPhone 17 Pro lineup.
In the United States, the iPhone 17 Pro currently starts at $1,099, while the iPhone 17 Pro Max starts at $1,199. If Apple sticks to its plan, buyers may see the iPhone 18 Pro models launch at these same starting prices.
Keeping prices steady may not be easy. The cost of key components like DRAM and NAND storage has reportedly been rising sharply. To manage this, Pu believes Apple has been negotiating aggressively with suppliers such as Samsung and SK Hynix to secure more favorable memory chip deals. By reducing component costs at the supply level, Apple could offset rising expenses without passing them on to customers.
Apple is also said to be working on lowering costs in other important areas, including displays and camera components. While the iPhone 18 Pro models are expected to bring upgrades, the company appears to be carefully balancing innovation with affordability.
Another well-known Apple analyst, Ming-Chi Kuo, has echoed similar expectations. He previously stated that Apple aims to avoid raising prices “as much as possible” and could keep the starting prices flat compared to the iPhone 17 Pro models. When two respected analysts align on pricing strategy, it adds more weight to the possibility.
Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September, following its usual launch cycle. While nothing is official until Apple announces it on stage, this early insight may come as welcome news for buyers who have been concerned about rising smartphone prices.
If the reports turn out to be accurate, the iPhone 18 Pro lineup could deliver upgrades without demanding a higher starting price — something that could make the new models even more appealing in a competitive market.
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