According to a report from 9to5Mac citing analyst Jeff Pu, Apple is planning to use 'aggressive pricing' for the upcoming iPhone 18 Pro and Pro Max models, expected to launch this fall. This strategy comes as memory costs have risen, leading to price increases on many Android smartphones.
Pu's prediction suggests Apple may aim to maintain or even reduce prices to stay competitive in the premium smartphone market. The analyst did not specify exact price points, but the move could help Apple attract more customers amid economic pressures.
As of May 10, 2026, Apple has not officially commented on the pricing strategy. The iPhone 18 Pro lineup is anticipated to feature new camera upgrades and performance improvements, but details remain unconfirmed.