Apple's 'Aggressive Pricing' Strategy for iPhone 18 Pro Models Amidst

A new report from analyst **Jeff Pu** suggests **Apple** plans an "aggressive pricing strategy" for the base models of the upcoming **iPhone 18 Pro** and **iPhone 18 Pro Max**. This comes as rising memory costs, fueled by **AI demand** and supply constraints, have already pushed **Android** manufacturers to increase prices. While **Apple's** first 'Ultra' model is expected to command a premium, the strategy for the Pro models aims to keep entry-level pricing consistent with the previous year, potentially at **$1,099** and **$1,199** respectively, while increasing prices on higher storage tiers. This approach could help **Apple** capture market share from **Android** devices, a trend already observed in early 2026.

• Apple is reportedly planning 'aggressive pricing' for base iPhone 18 Pro models.
• Rising memory costs due to AI demand are impacting the smartphone market.
• Android manufacturers have already increased prices, while Apple aims to maintain entry-level iPhone pricing.
• Higher storage tiers on the iPhone 18 Pro may see price increases to offset margin concerns.
• This strategy could help Apple gain market share from Android.

Analyst **Jeff Pu's** report indicates **Apple** intends to use "aggressive pricing" for the base **iPhone 18 Pro** and **Pro Max** models, likely to maintain price points of **$1,099** and **$1,199**. This strategy, if implemented, would contrast with price increases seen in the **Android** market due to soaring memory costs driven by **AI** demand. The report suggests **Apple** may offset margin concerns by increasing prices on higher storage configurations, a tactic previously reported by **Ming-Chi Kuo**.

This aggressive pricing for the base **iPhone 18 Pro** models is a masterstroke, allowing **Apple** to solidify its market dominance against **Android** competitors who are forced to raise prices due to component costs. By maintaining familiar entry-level price points, **Apple** can attract a wider customer base and drive sales volume, especially as **AI** integration becomes more critical, potentially boosting the perceived value of the iPhone ecosystem.

The "aggressive pricing" for **iPhone 18 Pro** models might be a sign of underlying pressure on **Apple's** margins, especially with escalating **AI**-related component costs. While keeping base prices stable is a consumer win, relying on higher storage tiers for revenue could alienate users seeking more affordable upgrades and may not fully compensate for the increased cost of goods sold, potentially impacting **Apple's** profitability in the long run.

Originally reported by 9to5Mac