Analyst Jeff Pu of GF Securities says Apple will lean into the current RAM chip shortage with an aggressive pricing push for the upcoming iPhone 18 Pro and Pro Max. While Android rivals are hiking prices to offset higher memory costs, Pu expects the new flagships to start at roughly the same level as the iPhone 17 Pro line.

The iPhone 17 Pro currently retails for $1,099 (Pro Max at $1,199) with 256 GB storage and 12 GB of RAM. Apple has confirmed that memory expenses will rise sharply in the March‑June quarter, but its volume advantage should keep component costs lower than most Android makers. Pu also predicts Apple will trim display and camera bills to protect margins.

Rumors suggest the 18 Pro will shrink the Dynamic Island, ship an A20 Pro processor, add a variable‑aperture rear lens and a dedicated Camera Control button, plus 5G via satellite and a “Dark Cherry” finish. Apple plans a September reveal, while the standard iPhone 18 and the budget‑oriented iPhone 18e are slated for a March 2027 rollout. The pricing strategy could give Apple an edge in a tightening market.