Apple appears set to take a measured but deliberate approach to pricing its next premium smartphones, even as broader industry pressures begin to mount.

A recent research note from analyst Jeff Pu suggests that Apple is preparing what he describes as “aggressive pricing” for the upcoming iPhone 18 Pro and iPhone 18 Pro Max. The comment comes at a time when rising RAM costs are expected to ripple through the smartphone market, potentially pushing device prices higher across brands.

Pu’s note stops short of offering specific figures, leaving room for interpretation about how that pricing strategy will take shape in practice. However, earlier reports from Ming-Chi Kuo indicated that Apple may hold steady on the base prices of both Pro models, keeping them aligned with their predecessors.

In the United States, that would mean a starting price of $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max. The emphasis, according to the available information, appears to be on maintaining those entry-level price points, even if costs rise elsewhere in the lineup.

What remains less clear is how Apple intends to balance that positioning against increasing component expenses. The current understanding suggests that while base models may retain familiar pricing, higher storage variants or upgraded configurations could absorb the impact through price increases. This would allow the company to preserve its headline pricing while adjusting margins elsewhere.

There is also no indication yet whether this approach will be applied uniformly across international markets, where pricing is often shaped by additional factors beyond component costs.

For now, the details remain limited to analyst observations, with no official confirmation from Apple. Still, the idea of holding entry prices steady while shifting costs upward within the product range points to a strategy focused as much on perception as on pricing structure.

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As the next iPhone cycle approaches, attention is likely to stay fixed on how these early signals translate into actual retail pricing, particularly in a market already sensitive to incremental increases.