Rising memory costs have caused the prices of many Android smartphones to increase, but in a new report, analyst Jeff Pu predicts that Apple will use "aggressive pricing" for the iPhone 18 Pro and Pro Max this fall.

iPhone 18 Pro prices are expected to exceed industry trends

Demand for artificial intelligence has led to rising memory costs, and some Android manufacturers have already raised their prices. Analysts also predict that the Android market will generally shrink due to the fact that budget smartphones will not be produced this year due to cost constraints.

Therefore, many are curious about what Apple plans to do with its flagship iPhone 18 series.

This fall, the iPhone 18 Pro and Pro Max will be introduced alongside the iPhone Ultra.

It is certain that Apple's first 'Ultra' model will come with a high price tag, but forecasts regarding the iPhone 18 Pro models are cautiously optimistic. And the latest good news comes from analyst Jeff Pu.

In a new research note seen by 9to5Mac, Pu states that Apple will use an "aggressive pricing strategy" for the iPhone 18 Pro and Pro Max - at least for the base models.

This aligns with earlier reports from Ming-Chi Kuo, who indicated that Apple wanted to keep the price of its entry-level models the same as last year's.

This would mean starting prices of $1,099 and $1,199 for the iPhone 18 Pro and Pro Max, respectively.

Apple may increase prices for higher storage tiers. This way, it can avoid taking a bigger hit on its margins while maintaining consistent pricing for the most affordable models.

Such a move could help the iPhone gain market share from Android, which has already happened in the early months of the year.

What are your expectations for iPhone 18 Pro pricing? Let us know in the comments.