High memory costs due to explosive demand for AI and limited supply are pushing up Android smartphone prices. Some manufacturers have adjusted selling prices, and analysts even predict that the Android market may shrink this year as many cheap models are no longer being produced due to cost pressure.
In that context, Apple's strategy with the iPhone 18 line becomes the focus of attention. It is expected that the company will launch iPhone 18 Pro, Pro Max and a completely new version called Ultra this fall.
According to analyst Jeff Pu, Apple will apply a "competitive" price strategy for iPhone 18 Pro and Pro Max, at least for standard versions. This means that the starting price may be kept the same as last year, at 1,099 USD and 1,199 USD respectively.
From a strategic perspective, if Apple actually maintains the price of the Pro line in the context of escalating component costs, this will be a move to "take market share instead of profit margin".
The pressure to increase prices to high-capacity versions shows that the company still ensures profits, but at the same time keeps the door attractive enough to attract users from Android.
In a year when the market is at risk of shrinking, this approach not only helps iPhone maintain its competitiveness, but can also expand the customer base in the high-end segment.
