Does "aggressive pricing" mean cheaper than iPhone 17 Pro?

No — it means maintaining the same price despite rising costs. In the context of the DRAM crisis that has raised Android phone prices, Apple keeping $1,099 is considered "aggressive" relatively because it absorbs the cost rather than passing it to consumers.

Will higher storage tiers get more expensive?

Higher storage tiers or other upgrades could see price increases. Apple seems to want the headline price to remain the same so people have the perception that nothing's changed.

Will iPhone Ultra be more expensive than Pro Max?

The iPhone Ultra foldable will launch alongside Pro and Pro Max — its price will undoubtedly be significantly higher. Estimates point to a price exceeding $2,000.

When is the official iPhone 18 Pro launch?

The iPhone 18 Pro and Pro Max are expected in fall 2026 — typically September at Apple's autumn event.

Will iPhone 18 Pro prices increase in Saudi Arabia and the UAE?

Regional pricing depends on Apple's local policy, exchange rates, and taxes. If US prices hold steady, Gulf prices may remain stable as well — Apple typically maintains consistent global positioning.

iPhone 18 Pro and Pro Max to Be "Aggressively Priced" Despite DRAM Crisis — Base Prices Expected to Stay at $1,099 and $1,199

iPhone 18 Pro — Apple Bets on Price in a Market of Rising Costs

While the ongoing RAM chip shortage is leading some Android smartphone makers to increase prices, analyst Jeff Pu expects Apple to outperform in the smartphone market by having an "aggressive pricing strategy" for the iPhone 18 Pro models. In a research note with GF Securities, he said he expects Apple to outperform in the smartphone market with this approach.

Expected Base Prices — Unchanged from iPhone 17 Pro

In the U.S., the iPhone 17 Pro starts at $1,099 and the iPhone 17 Pro Max starts at $1,199 with 256GB of storage. Both devices are equipped with 12GB of RAM, and the iPhone 18 Pro models are expected to have an equal amount of RAM.

But Not All Configurations Are Covered

In the US, this translates to a starting price of $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max. This "aggressive pricing" may not extend to all configurations. There's speculation that higher storage tiers or other upgrades on the iPhone 18 Pro models could see price increases.

Apple seems to want the headline price (the "from" amount) to remain the same as last year so people have the perception that nothing's changed, while covering some of the increased RAM costs by simply making the more expensive versions even more expensive.

Context — Why DRAM Became a Crisis

AI demand has made memory costs soar amid supply constraints, and some Android manufacturers have raised prices already. Analysts also predict the Android market may shrink overall this year as some budget smartphones won't be made due to the cost crunch.

Apple said that it expects "significantly higher memory costs" in the current March-June quarter.

Launch Timeline and What Accompanies It

iPhone 18 Pro and Pro Max will launch in fall 2026 alongside the iPhone Ultra foldable. The more affordable iPhone 18 and iPhone 18e models won't come out until spring 2027.

Expected iPhone 18 Pro Specifications

A20 Pro chip on TSMC 2nm. LTPO+ display at 144Hz refresh rate. Variable aperture camera (f/1.4-f/4.0). Smaller Dynamic Island. Apple Intelligence 2.0.