Apple plans ‘aggressive pricing’ for iPhone 18 Pro models, per report

Apple is expected to pursue aggressive pricing on iPhone 18 Pro base models this fall, maintaining last year's entry prices ($1,099/$1,199) despite industry-wide memory cost increases, while potentially offsetting margin pressure through higher storage tier pricing. This counter-cyclical strategy positions Apple to capture market share from Android competitors facing price hikes and potential market contraction due to supply constraints. For IT organizations, this signals continued investment in Apple ecosystem devices, potentially offering more attractive TCO on flagship models while requiring careful budget planning around higher-capacity variants.