Apple predicted to use 'aggressive pricing' for the iPhone 18 Pro and Pro Max
Analyst Jeff Pu predicts Apple will adopt an 'aggressive pricing' strategy for the iPhone 18 Pro and Pro Max despite rising component costs. While base model prices may remain unchanged at $1,099 and $1,199, higher storage variants could see price increases. This approach aims to maintain affordability for entry-level Pro models while protecting profit margins.
- ▪Analyst Jeff Pu expects Apple to use aggressive pricing for the iPhone 18 Pro and Pro Max despite rising memory costs.
- ▪Apple confirmed it will face significantly higher memory costs starting in summer 2026, which could impact its business.
- ▪Base prices for the iPhone 18 Pro and Pro Max may stay at $1,099 and $1,199, but higher storage options could cost more.
- ▪Apple may increase prices on higher storage variants to offset margin pressure while keeping entry models affordable.
- ▪Previous reports from analysts Jeff Pu and Ming-Chi Kuo suggest Apple wants to maintain current pricing for the Pro lineup's base models.
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Phones iPhones Apple predicted to use 'aggressive pricing' for the iPhone 18 Pro and Pro Max News By Scott Younker published 1 May 2026 Analyst spills the beans When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Tom's Guide) Copy link Facebook X Reddit Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter When Apple finally debuts the iPhone 18 Pro and iPhone 18 Pro Max later this fall, analyst Jeff Pu predicts the company will use an "aggressive pricing" policy.
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