Analyst Jeff Pu says Apple plans to hold starting prices on iPhone 18 Pro and Pro Max base storage models when the range launches this year.
The company may absorb higher memory costs or shift increases to higher storage tiers, a softer approach than Samsung's recent price rises across several Galaxy devices.
Apple's growing services business, which generated $30.98bn in Q2 2026, gives it more pricing flexibility, though analysts warn memory cost pressures could persist until late 2027.
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