By Phong Ngo  February 20, 2026 | 04:42 pm PT
Apple aims to keep starting prices of the iPhone 18 Pro similar to the iPhone 17 Pro despite rising component costs, according to industry analysts.
Tech site MacRumors reported that Jeff Pu, an equity analyst at GF Securities, said his firm’s recent supply chain research suggests Apple is prioritizing cost management to keep the 18 Pro and Pro Max starting prices “unchanged” or at a “similar level” to the 17 Pro models.
In the U.S., the 17 Pro starts at $1,099 and the 17 Pro Max at $1,199.
Earlier reports indicated that key components could become more expensive, potentially prompting Apple to raise prices, 9to5Mac reported.
The A20 Pro chip, expected to use an advanced 2-nanometer process, could cost more due to strong demand for Taiwan Semiconductor Manufacturing Co. capacity.
AI-related demand is also pushing up prices for DRAM and storage components, according to industry reports.
iPhone 17 Pro Max (orange) and iPhone 17 Pro. Photo by VnExpress/Tuan Hung
However, Pu said Apple has been negotiating with Samsung and SK Hynix for more favorable memory chip deals and is exploring ways to cut costs in other core components such as displays and cameras.
The 18 lineup is expected to debut in September.
Pu’s view aligns with a previous forecast by analyst Ming-Chi Kuo, who said Apple may accept lower profit margins on iPhones rather than pass higher component costs to consumers if doing so helps expand market share, tech site Tom’s Guide reported.
Kuo added that any margin pressure could be offset by higher spending on Apple’s subscription services.