iPhone 18 Pro: Apple is preparing an aggressive pricing strategy

Apple is tackling the memory crisis with a clear strategy. The Cupertino-based company is trying to minimize the increase in prices, even at the cost of sacrificing profit margins, to continue to grow. This strategy will also be adopted for the new iPhone 18 Pro and Pro Max, coming in the second half of the year to take over from the 17 Pro and Pro Max, which are ensuring Apple new sales records.

A well-defined choice

According to analyst Jeff Pu, Apple has chosen the business strategy to adopt for the launch of the new iPhone 18 Pro and Pro Max, which will debut in September.

The forecasts provided by the analyst anticipate an aggressive pricing strategy from Apple: the new iPhone 18 Pro will have the same memory configuration as the 17 Pro (12 GB of RAM and various storage options starting from 256 GB). The price will be the same or at most, increase slightly, to offset the rising costs of memory. There will be no significant price increases. This choice will allow Apple to strengthen its market position.

According to the analyst, in fact, the Cupertino-based company should outperform the market in terms of shipments of new smartphones in 2026, thanks to these choices.

In the long term, Apple will also have to deal with the rising cost of memory, but price increases will be kept to a minimum, even at the cost of reducing margins, to support sales.