analyst Jeff Pu said in the latest report that Apple will adopt an aggressive pricing strategy for iPhone 18 Pro and iPhone 18 Pro Max, and the price of the 256GB starting version will remain unchanged. This means that the starting price of iPhone 18 Pro is 8,999 yuan, and the starting price of iPhone 18 Pro Max is 9,999 yuan. Against the background that the entire industry is generally facing pressure to increase prices, Apple's stable pricing strategy appears to be extremely market-destructive.
In recent times, memory prices have doubled. According to TrendForce data, from Q4 2025 to Q1 2026, global DRAM contract prices have increased by more than 40% for two consecutive quarters.
Counterpoint’s latest report shows that memory prices will increase by 80%-90% month-on-month in Q1 2026, with all categories of DRAM, NAND, and HBM hitting record highs. The surge in core component costs has brought unprecedented cost challenges to global smartphone manufacturers.
Affected by this, the Android camp has launched a wave of price increases. The starting price of Samsung's latest high-end flagship Galaxy S26 series has increased by 1,000 yuan. Domestic brands have also raised prices to offset the pressure caused by rising raw material costs.
In contrast, Apple’s prices have remained relatively stable. This contrast triggered a heated discussion among netizens, saying that the iPhone, which was expensive in the past, has now become a cost-effective mobile phone in comparison.
It is worth mentioning that although the 256GB version of the iPhone 18 Pro series achieves no increase in price when the quantity is increased, the price of the large memory version may still increase. By doing this, Apple can not only ensure its own profit margins, but also seize the opportunity to seize the high-end market share of the Android camp.
This differentiated pricing strategy not only stabilizes Apple’s position in the high-end market, but also attracts more price-sensitive potential users through price anchors, further widening the gap with competitors.
