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The RAM crisis is expected to heavily influence smartphone pricing going forward, but apparently Apple won’t be fazed by any of it. According to a new research note from analyst Jeff Pu, Apple is preparing some “aggressive pricing” for its upcoming iPhone 18 Pro and iPhone 18 Pro Max.
Unfortunately, Pu doesn’t put a number on that, and leaves us speculating. But past reports from Ming-Chi Kuo have stated that both Pro models would start at the same prices as their predecessors.
In the US, that’s $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max. Everything other than the base models might get price hikes, however, and it’s unclear if the “aggressive pricing strategy” Pu is talking about will apply in other countries too.
Still, Apple seems to want to 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. It’s definitely an interesting strategy, we’ll have to wait and see how successful it will be (that is, if this rumor even pans out, of course).
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