Apple plans to keep iPhone 18 Pro prices unchanged this fall despite rising memory chip costs, according to analyst Ming-Chi Kuo. The company's recent $599 iPhone 17e and MacBook Neo launches suggest Apple is absorbing higher component costs rather than passing them to consumers.

Kuo explains Apple's quarterly memory price negotiations give it flexibility to weather market volatility. DRAM and NAND prices have surged due to AI server demand, forcing competitors to raise prices or cut specs. Apple's strategy aims to gain market share by maintaining stable pricing while rivals struggle with supply chain pressures.

Apple removed the 512GB upgrade option from Mac Studio configurations last week, capping memory at 256GB with a $400 price increase for the top-tier upgrade. This move hints at Apple's risk management approach amid memory cost fluctuations. The iPhone 18 Pro and iPhone 18 Pro Max are expected to launch in September at their current $1,099 and $1,199 starting prices.