As the cost of memory soars due to the demand for AI, several Android manufacturers have already raised their prices or sacrificed more affordable models. According to several consistent leaks, Apple would prepare the opposite for the iPhone 18 Pro and iPhone 18 Pro Max, locking in an entry price identical to the current generation.
According to a note from Jeff Pu obtained by 9to5MacApple would aim for a “aggressive pricing strategy” on the next Pro models, “at least for the base models”. The famous analyst Ming-Chi Kuo goes in the same direction, speaking of a plan which consists of “avoid increasing prices as much as possible”. But a detail on storage could seriously deter the most demanding buyers.
iPhone 18 Pro: prices really aligned with the iPhone 17 Pro in France?
If the rumors are confirmed, theiPhone 18 Pro in 256 GB would start at €1,329 and theiPhone 18 Pro Max 256 GB to €1,479exactly like the iPhone 17 Pro current. On the United States side, it is $1,099 for the 18 Pro (around €1,020) and $1,199 for the 18 Pro Max (around €1,115), before local taxes.
In a context where RAM and flash storage cost much more, this freezing of the entry price would be a solid marketing argument to attract high-end Android users who see their models go up. Apple would reserve the real move upmarket for a future iPhone Ultra Very high-end foldable, expected above $2,000, or around €1,860.
Storage 512 GB, 1 TB, 2 TB: the detail that could blow up the bill?
Maintaining the entry ticket does not mean that Apple would absorb all the increased costs. According to information relayed by The Digitalsthe shortage of memory would be passed on to the 512 GB, 1 TB and 2 TB versions, with prices significantly higher than those of the 17 Pro. 9to5Mac summarizes the logic as follows: “In this way, the company can avoid a further drop in its margins while maintaining stable prices for the most affordable models.”
For a user, the difference is simple to understand: keep 256 GB and rely on iCloudit is to stay at the announced price. Increasing capacity to store your ProRAW photos, 4K videos or a large games library means accepting a potentially much higher bill than for the 2025 generation.
Should we wait for the iPhone 18 Pro or aim for an iPhone 17 Pro on sale in fall 2026?
THE iPhone 18 Pro, 18 Pro Max and the foldable iPhone Ultra are expected in fall 2026, with the “classic” iPhone 18 models arriving later. In the meantime, the iPhone 17 Pro should logically drop, especially in 512 GB and 1 TB.
Concretely, those who are aiming for 256 GB and already massively using the cloud have every interest in waiting: they will benefit from the new hardware at the same starting price. On the other hand, photographers, videographers or mobile gamers who aim for 512 GB or more could have more to gain by watching for promotions on the 17 Pro, before the new grid makes local storage an even more expensive luxury.