Brace yourselves, Apple enthusiasts, because there’s a glimmer of hope on the horizon: the iPhone 18 Pro and iPhone 18 Pro Max might just defy expectations and avoid the dreaded price hike we’ve all been dreading. But here’s where it gets controversial—could Apple actually be prioritizing market share over immediate profits? Let’s dive into the details.
According to a recent investment note by GF Securities analyst Jeff Pu (as reported by MacRumors), the upcoming iPhone 18 Pro models are expected to maintain the same pricing as their predecessors, the iPhone 17 Pro and iPhone 17 Pro Max. That means starting prices of $1,099 and $1,199, respectively. This comes as a relief to many, especially given the rising costs of components in the tech industry.
And this is the part most people miss—Apple might not even need to cut costs to keep prices steady. Analyst Ming-Chi Kuo previously suggested that Apple could absorb the increased part costs by reducing its profit margins, a strategic move aimed at expanding its market share. Kuo argues that any short-term financial loss could be offset by the long-term gains from users subscribing to Apple’s ecosystem of services, such as iCloud, Apple Music, Apple TV, and Apple Arcade. This raises a thought-provoking question: Is Apple playing the long game here, betting on its services to make up for lower hardware profits?
While the iPhone 18 Pro models may not break the bank, there’s still one device that’s rumored to come with a jaw-dropping price tag: the long-awaited iPhone Fold. Expected to launch alongside the new Pros this fall, the foldable iPhone could cost as much as $2,500. Is this a bold innovation or a niche luxury? Let us know what you think in the comments.
For those who prefer more budget-friendly options, the wait continues. The standard iPhone 18, iPhone 18e, and iPhone Air 2 are rumored to arrive in spring 2027. However, if you’re eager to upgrade sooner, the iPhone 17e is reportedly launching as early as next week on February 19, offering a more immediate—and potentially more affordable—option.
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Written by Richard, a London-based tech journalist with an MA in Magazine Journalism from the University of Sheffield. When he’s not covering the latest in phones, tablets, and gaming, you’ll find him perfecting his specialty coffee brewing techniques. Don’t forget to confirm your display name before joining the conversation!
