Apple eyes Stable iPhone 18 Pro Pricing Amidst global RAM Crisis
Despite industry-wide concerns about rising component costs, Apple is reportedly prioritizing stable pricing for teh iPhone 18 Pro, scheduled for release in the second half of 2026. The news comes as the tech industry grapples with a meaningful RAM crisis, prompting speculation about potential price hikes for upcoming smartphone models.
The analysis, stemming from a note published by a highly-regarded industry analyst, suggests Apple is actively working to avoid increasing prices on its next-generation flagship device. This strategy is viewed as a key commercial argument in a competitive market. While the analyst did not specifically name the iPhone 18 Pro, the reference to “new iPhone 18s” launching in late 2026 clarifies the focus, distinguishing them from the standard iPhone 18 expected in spring 2027. Current pricing for the iPhone 17 Pro stands at €1,329 ($1,099 excluding VAT), with the iPhone 17 Pro Max retailing for €1,479 ($1,199 excluding VAT).
A critical factor in AppleS potential success is its negotiating power. According to industry sources cited by the analyst, Apple now negotiates memory procurement on a quarterly, rather than half-yearly, basis. This increased frequency allows for more agile responses to market fluctuations, though a price increase is anticipated in April, mirroring the rise observed in the first quarter.
The situation is especially challenging for manufacturers without a strong focus on artificial intelligence (AI).Even with a willingness to pay higher prices, securing a consistent supply of RAM remains a significant hurdle. “The fact that Apple can secure such agreements illustrates, again, the strength of its negotiating power,” one analyst noted.
The rising cost of memory will undoubtedly impact Apple’s gross margin. However, the company appears poised to leverage its substantial industrial weight and existing profit margins to absorb some of these additional costs. This strategic move could allow Apple to maintain its market position and even gain share as competitors face arduous choices.
In an optimistic scenario, the iPhone 18 Pro could maintain pricing parity with the iPhone 17 Pro, while other smartphone manufacturers are forced to either raise prices or compromise on component quality. Apple could then offset any hardware margin losses through expansion of its services portfolio.Eddy Cue,head of Apple’s Internet Software and Services,is reportedly exploring new revenue streams,including increased advertising within the App Store,a subscription-based “Apple Creator studio,” and potentially a dedicated health service.
Though, this favorable outlook isn’t guaranteed. The analyst cautioned that shortages aren’t limited to memory and fiberglass; the burgeoning AI sector could create demand-driven scarcity for other essential components. Investors and consumers alike will be closely watching Tim Cook’s remarks during the company’s financial results presentation on Thursday for further insights into Apple’s strategy.
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Ultimately,Apple’s ability to navigate the current component crisis will depend on its continued ability to secure supply chains and strategically manage its costs,potentially reshaping the competitive landscape of the smartphone market.
Why is this happening? A global RAM crisis, fueled by increased demand and particularly the burgeoning AI sector, is driving up component costs. Apple is attempting to shield consumers from these rising costs.
Who is involved? Apple, its suppliers (particularly RAM manufacturers), competitors in the smartphone market, industry analysts, and consumers are all affected. Key figures mentioned include tim Cook and Eddy Cue.
What is Apple doing? Apple is prioritizing stable pricing for the iPhone 18 Pro despite the RAM crisis. They are leveraging their negotiating power, securing
