Is Apple Ignoring the Crisis? iPhone 18 Pro Prices Won't Increase According to Rumor

Next September, the new iPhone 18 Pro and Pro Max are expected to debut, accompanied also by the foldable iPhone Ultra. According to a new report, the two new Pro models will have the same prices as their predecessors, despite the ongoing memory crisis causing a series of price increases throughout the industry.

In this way, Apple aims to achieve further sales growth, further increasing its market share. Here are all the details about the company’s strategy:

Prices Will Not Change

As confirmed by various rumors, Apple is purchasing large quantities of DRAM memory to increase available stock and hinder competitors who risk finding themselves unable to acquire modules at acceptable prices.

The Cupertino company, furthermore, should not increase the prices of the iPhone 18 Pro and Pro Max compared to their direct predecessors, aiming to make the smartphones even more competitive and increase its market share. Apple is prepared to sacrifice profit margins, fully absorbing the increase in the cost of DRAM modules.

It’s worth noting that the new Pro will no longer represent the top of the iPhone range: the iPhone Ultra, the first foldable smartphone from Cupertino, is on the way. This smartphone, according to some rumors, should cost more than the 2TB Pro Max.

In Europe, therefore, the price for the base version should be over 2,500 euros. To learn more, we will need to wait until next September 2026 for the official presentation of the new range of iPhones.