Apple is set to launch its iPhone 18 Pro and Pro Max this fall, alongside a new Ultra model, according to analyst Jeff Pu. He predicts the company will adopt an aggressive pricing strategy for the base Pro variants, keeping them at the same starting prices as last year’s models for consumers worldwide and maintain market share.

Memory prices have surged because of AI demand and supply limits, pushing many Android makers to hike prices. Pu notes that Apple may keep its entry‑level Pro line at $1,099 and $1,199 for the Pro and Pro Max models, respectively, while raising costs on higher‑storage tiers to protect margins for the upcoming release and stay competitive.

By keeping the base models flat, Apple can avoid a sharp margin hit while still offering a price‑point that rivals budget Android options. The strategy could help the iPhone gain a share of the market already slipping as some budget brands cancel releases amid the cost crunch for consumers looking for value in the next year soon.

If Apple follows Pu’s assessment, the iPhone 18 Pro lineup will mirror last year’s base pricing while nudging premium tiers higher. Consumers will see a clear price differentiation, and the company can maintain profitability despite rising component costs. This approach signals that Apple prioritizes margin protection over discounting a market where component prices to climb.