Cupertino, California, May 4, 2026, 04:07 PDT
Apple is expected to hold steady on the starting price tags for the iPhone 18 Pro and iPhone 18 Pro Max in the U.S. this fall, despite higher expenses tied to memory and storage, analyst Jeff Pu wrote in a research note cited by 9to5Mac. Pu called it an “aggressive pricing strategy” for the Pro lineup. 9to5Mac
AI-fueled demand is squeezing the memory chip market, driving up prices for the parts that let phones store more data and multitask. On Monday, MacTechNews reported memory and SSD costs have hit all-time highs, pushing smartphone and PC manufacturers to pass those increases along to consumers. Apple, for its part, could use pricing to pressure Android competitors.
Don’t expect lower sticker prices on iPhones under the proposed strategy. 9to5Mac is reporting Apple will probably keep the iPhone 18 Pro starting at $1,099 and the iPhone 18 Pro Max at $1,199. Higher-capacity models could see price hikes as Apple looks to defend its margins.
On Monday, Giga said a prototype iPhone 18 Pro might shrink the Dynamic Island—the signature pill-shaped notch—by as much as 25% to 30%. They’re crediting that to Apple shifting some of the Face ID infrared tech beneath the display, according to the report.
Another angle here: software. According to Bloomberg, Apple is gearing up to roll out a Siri camera mode with iOS 27. This would sit alongside existing photo and video modes, integrating Visual Intelligence directly into the Camera app. That Visual Intelligence tool? It’s designed to read, identify, and respond to objects or text captured through the camera.
T3, referencing Bloomberg’s Mark Gurman, reported that the updated mode might feature a reworked shutter button stamped with the Apple Intelligence logo and introduce actions like scanning nutrition labels. According to Apple’s support docs, Visual Intelligence currently spots plants and animals, summarizes or translates text, sets up calendar events from flyers, and can search for visually similar items.
Apple’s camera upgrade edges the company closer to direct competition with Google and Samsung. Google touts its Circle to Search tool—users can circle, tap, or highlight anything on screen (images, text, video) to search instantly, no app-switching required. Samsung, for its part, says the feature is available on select Galaxy models, and even accessible straight from the Camera app.
Apple has lined up its next software showcase: WWDC26 is set for June 8-12, where the tech giant plans to highlight platform updates, fresh developer tools, and new AI features.
Apple posted a robust quarter, reporting on April 30 that revenue for the March period climbed 17% to $111.2 billion. CEO Tim Cook pointed to “extraordinary demand” for the iPhone 17 range, which pushed iPhone revenue to a new March-quarter record. Apple
The risk is straightforward: costs might not play along. Persistently high memory prices could force Apple to hike storage upgrade fees, swallow tighter margins, or scramble for last-minute tweaks ahead of release. Ming-Chi Kuo noted earlier this year that Apple aimed to “avoid raising prices as much as possible,” though that wording doesn’t rule out a change. 9to5Mac
Buyers face a classic Apple dilemma, according to the reports. The iPhone 18 Pro is shaping up for a sleeker front, more advanced camera AI, and a steady top-line price. But higher storage options? That’s where the real cost might show up.
