Apple is expected to keep the starting prices of its upcoming iPhone 18 Pro and iPhone 18 Pro Max models largely unchanged this year, according to a new report from analyst Jeff Pu of GF Securities. However, uncertainty surrounding the pricing and launch timeline of the standard iPhone 18 lineup could indicate possible price increases for Apple’s more affordable models in 2027.
According to the report, Apple is likely to continue what analysts describe as an “aggressive pricing strategy” for its premium Pro lineup. This would mean the iPhone 18 Pro could start at around USD 1,099, while the iPhone 18 Pro Max may remain at approximately USD 1,199 similar to the expected pricing structure of the iPhone 17 series.
Analysts believe Apple may be deliberately protecting the pricing of its flagship Pro models because the Pro segment continues to be the company’s strongest-selling category globally. Consumers purchasing premium smartphones often prioritise long-term performance, advanced features and future-proofing, making the Pro series particularly important for Apple’s revenue and brand positioning.
Industry observers have compared Apple’s reported strategy to Samsung’s recent pricing decisions for the Galaxy S26 lineup. Samsung maintained the U.S. price of its top-end Galaxy S26 Ultra while increasing prices for the standard Galaxy S26 and Galaxy S26 Plus models. The approach allowed Samsung to protect its most popular premium device while spreading higher production costs across less popular variants.
A similar strategy from Apple could mean that while the Pro models retain stable pricing, the standard iPhone 18, iPhone Air 2 and iPhone 18e may become more expensive when they eventually launch.
The report also highlights a major shift in Apple’s launch strategy for the iPhone 18 series. According to Bloomberg’s Mark Gurman, Apple is expected to split the release of its next-generation iPhones across two separate launch windows for the first time.
Under the reported plan, the iPhone 18 Pro, iPhone 18 Pro Max and a possible foldable model — tentatively referred to as the iPhone Fold or iPhone Ultra — would launch in September 2026. Meanwhile, the standard iPhone 18, iPhone Air 2 and iPhone 18e would reportedly be delayed until spring 2027.
This staggered release strategy could significantly impact consumers planning to upgrade during the 2026 holiday season. Buyers looking for a new iPhone by the end of 2026 may only have access to Apple’s premium-priced Pro lineup, with no lower-cost standard model available until months later.
Analysts say Apple may still be finalising pricing decisions for the standard iPhone 18 models due to ongoing concerns in the global semiconductor and memory supply market. Rising memory costs and supply chain uncertainties have affected smartphone manufacturers across the industry in recent years.
There is also speculation that Apple could adjust storage configurations in a way similar to Samsung. Samsung recently removed cheaper 128GB variants from some flagship devices while keeping headline prices unchanged for higher-capacity base models. Apple could potentially adopt a comparable approach by maintaining official starting prices while increasing the cost of higher storage tiers such as 256GB or 512GB versions.
If implemented, such a strategy would allow Apple to advertise stable entry pricing while effectively increasing the average selling price of its devices.
While none of the details have been officially confirmed by Apple, the reports suggest that the company may be preparing significant changes to both its pricing structure and release strategy as it navigates rising component costs and evolving smartphone market conditions.
