iPhone 18 Pro price became the main intrigue of spring 2026. The DRAM memory crisis is pressuring manufacturers’ costs, tariff instability is hitting supply chains, competitors are raising flagship prices — but Apple, judging by fresh analytical data, is planning to meet all this with a counterintuitive move. Analyst Jeff Pu (Haitong International Securities) published a research note with a clear signal: the iPhone 18 Pro and iPhone 18 Pro Max will receive “aggressive pricing.” Let’s break down what this means in practice.
What “aggressive pricing” means for iPhone 18 Pro
“Aggressive pricing” in the corporate sense is not a sale. It is a strategic decision to keep the flagship’s starting price at a level that does not scare off buyers at the moment of announcement.
According to data from analyst Ming-Chi Kuo, published earlier this year, both Pro models will retain the starting prices of their predecessors:
- iPhone 18 Pro: from $1,099 (same as iPhone 17 Pro)
- iPhone 18 Pro Max: from $1,199 (same as iPhone 17 Pro Max)
So if you see the line “iPhone 18 Pro from $1,099” — nothing will change compared to last year. Apple expects that this specific number will appear in headlines and stick in the buyer’s memory.
Where the real price increase is hiding
Higher-end configurations will become more expensive
This is exactly where the real logic of the strategy is hidden. Apple plans to keep the “from” price unchanged — but raise the cost of higher-end versions with more storage. If the iPhone 17 Pro 512 GB now costs $200 more than the base version, the iPhone 18 Pro 512 GB may cost $250-300 more instead.
Why memory became the problem
2026 was marked by a shortage of LPDDR6 — the newest type of RAM for smartphones. Demand for DRAM from AI servers and data centers rose sharply, which reduced the available supply for the smartphone market and pushed prices upward.
The iPhone 18 Pro will get 12 GB of LPDDR6 RAM — a significant leap compared to 8 GB in the previous generation. More memory means higher costs for Apple. But instead of raising the starting price, the company “hides” this difference in the cost of higher-tier configurations.
Simply put: when buying the base iPhone 18 Pro, you pay the same amount. But if you need more storage, the surcharge will be higher than before.
Does this “aggressive pricing” apply to other markets
Analyst Jeff Pu does not specify whether the strategy applies only to the US or to the global market. This is a significant question for Ukrainian buyers.
Traditionally, Apple sets prices in US dollars, while prices in other currencies are recalculated based on local taxes, duties, and exchange rates. At the same time, in Ukraine and most Central European markets, iPhones are sold through authorized resellers — and the final price is usually about 15-25% higher than the official US dollar price.
If Apple keeps $1,099 in the US, the estimated price of the iPhone 18 Pro for the Ukrainian market (through authorized sellers) could be around 57,000-65,000 hryvnias, depending on the exchange rate and logistics at the time of release.
Why Apple can afford such a strategy at all
The difference between the “headline price” and the real average ticket
Apple has long learned how to manage “perceived value” — the perception of price. Most iPhone Pro buyers ориентируются on the starting price when making their decision. But the actual average ticket is much higher — most people choose 256 GB or 512 GB instead of the base 128 GB.
If Apple raises the price of higher-end configurations, the average ticket will grow — even if the starting price stays the same. It is smart accounting: profit rises, while media headlines say “the price has not changed.”
Competitive pressure
Samsung Galaxy S26 Ultra and Xiaomi 18 Ultra have also raised prices due to the DRAM crisis. Apple may be able to keep $1,099 precisely because competitors make it possible: against the backdrop of overall price increases, an unchanged starting price looks like a victory.
What the buyer gets for $1,099 in iPhone 18 Pro
If the price remains at the same level as its predecessor, what changes “under the hood”? Judging by the totality of leaks — quite a lot:
- A20 chip on TSMC’s 2-nanometer N2P process — a significant leap in performance and efficiency
- 12 GB LPDDR6 RAM — for the first time in the Pro lineup, important for AI features and multitasking
- Variable aperture on the main camera — the first in Apple’s flagship lineup
- Smaller Dynamic Island — under-display Face ID frees up display space
- M16 OLED from Samsung — the newest display material with better efficiency
- Dark Cherry as the main new color of the season
For $1,099, this is significantly more than buyers got a year ago for the same amount. And this is also part of the “aggressive strategy”: the value-to-price ratio in the base configuration will look compelling.
When and where to buy iPhone 18 Pro
The official announcement of the iPhone 18 Pro and iPhone 18 Pro Max is expected in September 2026 — traditionally at Apple’s annual presentation in Cupertino. Sales usually begin 1-2 weeks after the announcement.
In Ukraine, Apple smartphones are available through authorized resellers: iOn, Mobile-Mania, and others. There is no official Apple Store in Ukraine, so the price depends on the exchange rate and the specific seller.
In brief: the key points about iPhone 18 Pro pricing
- iPhone 18 Pro price: expected from $1,099 — same as iPhone 17 Pro
- iPhone 18 Pro Max price: expected from $1,199 — unchanged
- Where the price increase is hidden: higher-end configurations (256 GB, 512 GB, 1 TB) will become more expensive
- Reason: DRAM crisis and LPDDR6 shortage
- Apple’s strategy: the “headline price” is unchanged, the real average ticket grows
- Source: Jeff Pu’s analytical note (Haitong International Securities), Ming-Chi Kuo’s data
- Announcement: September 2026
Article prepared by the TechVisor team — practical IT media for people.
