In a note to clients — as noted by The MacObserver — analyst Jeff Pu says Apple plans to keep prices steady for the iPhone 18 Pro lineup, even as component costs rise.
He says that a new supply chain review shows the iPhone maker has already locked in measures to prevent a price hike. Pu said Apple wants starting prices for the iPhone 18 Pro and Pro Max to remain “unchanged or at a similar level” compared to the iPhone 17 models.
From The MacObserver: This approach centers on cost control rather than feature cuts. Apple has pushed suppliers to adjust pricing terms and absorb short-term pressure. The goal stays clear. Protect the entry price of premium models while maintaining volume and margins over time.
