Apple’s upcoming iPhone 18 lineup is currently under development and is expected to be powered by the next-generation A20 and A20 Pro chipsets. According to industry analyst Ming-Chi Kuo, Apple is likely to maintain the current pricing structure for the iPhone 18 series, despite a noticeable increase in memory component costs. The iPhone 18 Pro and iPhone 18 Pro Max are expected to launch in September 2026, while the standard iPhone 18 model could arrive early next year.
Earlier market speculation suggested that Apple might raise prices across the iPhone 18 range due to higher component expenses, particularly for memory. However, Kuo now indicates that Apple will try to avoid passing these costs on to consumers. Instead, the company may absorb the impact to protect its market position and sustain demand.
Kuo has confirmed that LPDDR memory prices are expected to rise significantly in the first quarter of 2026, while NAND flash prices will see relatively smaller increases. A notable change in Apple’s procurement strategy is that memory pricing negotiations for iPhones have shifted from a six-month cycle to a quarterly one. This change increases the likelihood of further price adjustments from suppliers later in the year, potentially adding pressure on Apple’s hardware margins.
Despite these challenges, Apple is believed to be well-positioned to offset rising costs through its rapidly growing services segment, which includes subscriptions, digital content, and cloud offerings. Additionally, the ongoing boom in AI servers is contributing to overall supply chain pressure, something Apple may leverage to secure components more strategically than its competitors.
If Apple succeeds in keeping prices unchanged, the iPhone 18 series could launch at levels similar to the current iPhone 17 lineup. In India, the iPhone 17 starts at Rs. 82,900, while the iPhone 17 Pro and iPhone 17 Pro Max are priced at Rs. 1,34,900 and Rs. 1,49,900 respectively. Maintaining similar pricing for the iPhone 18 range could help Apple strengthen its market share in a highly competitive premium smartphone segment.
