Cupertino, January 28, 2026, 11:00 (GMT) — Apple Inc. is eyeing holding the iPhone 18’s price steady, even as memory and DRAM costs climb. Analysts predict that suppliers such as Samsung and SK hynix may push memory prices higher. Apple’s call on pricing could prove crucial amid this market turbulence.
Key Points:
- Apple could see higher costs for memory chips as prices for LPDDR5X and NAND flash surge sharply.
- Analysts say Apple could swallow the extra costs to keep the iPhone 18’s price steady, leaning on its profitable services division as a buffer.
- While rivals such as Samsung and SK hynix have hiked memory prices significantly, Apple’s pricing approach might give it an edge in grabbing greater market share.
Apple’s plan for the iPhone 18 launch is drawing intense attention as analysts argue over whether soaring memory prices will push up the phone’s cost. Samsung and SK hynix have hiked LPDDR5X RAM prices by over 80% quarter-on-quarter, and NAND flash isn’t getting any cheaper either. Still, Apple stands on solid ground financially, thanks largely to its booming services division, which keeps raking in strong revenue.
Industry insiders suggest Apple might swallow these cost bumps instead of raising prices, steering clear of a direct hit to consumers. This move could help Apple stay competitive in a tough market, relying on steady service revenue as a financial cushion. Analyst Ming-Chi Kuo points out that keeping the iPhone 18’s price steady won’t just offset memory cost hikes—it might also be a savvy play to solidify Apple’s standing amid wider market turbulence.
Apple has shifted its memory pricing talks to a quarterly schedule, moving away from the previous six-month cycle. This change might ramp up cost pressures soon. The tech giant is set to shell out $70 for every 12GB of LPDDR5X RAM, a steep jump from past deals. Analysts say Apple taking on these higher expenses—while rivals can’t match them—could actually work in its favor.
Apple’s strategy might extend to its Mac lineup as well, using comparable pricing tactics to keep entry prices steady despite rising component costs, potentially boosting market share. But it’s risky—volatile memory prices and shifting consumer demand could squeeze margins if absorbing costs doesn’t hold up over time.
Market conditions remain uncertain, but Apple’s financial strength and strategic pricing might help it weather the DRAM crisis better than rivals. The next few months will show if this strategy pays off or if Apple will need to tweak costs further.
