Apple Inc. Considers iPhone 18 Pricing Amid Rising Component Costs
Cupertino, January 28, 2026, 11:00 (GMT) — Apple Inc. is rumored to be contemplating the retention of the iPhone 18’s price point, notwithstanding escalating costs associated with memory and DRAM.
Analysts predict that suppliers, such as Samsung and SK hynix, may impose substantial price increases for memory components, positioning Apple’s forthcoming decision as a crucial pivot during times of market turbulence.
Key Considerations:
- Apple is confronted with the likelihood of price surges for memory chips, particularly LPDDR5X and NAND flash, which are experiencing steep increases.
- Industry analysts have posited that Apple may choose to absorb these additional costs to preserve the iPhone 18’s pricing, leveraging the robustness of its services sector as a financial buffer.
- While competitors like Samsung and SK hynix have escalated memory prices significantly, Apple’s pricing strategy could enhance its market share.
The imminent launch strategy for Apple’s iPhone 18 is under rigorous examination, with analysts vigorously debating whether escalating memory costs will result in heightened retail prices.
Notably, Samsung and SK hynix have elevated costs for essential LPDDR5X RAM by over 80% quarter-on-quarter, while NAND flash prices also indicate robust upward trends.
Nevertheless, Apple, buoyed by a sound financial foundation, particularly through its thriving services division, appears poised to navigate these challenges effectively.
Insights from industry experts suggest that Apple may prefer to internalize these cost increases rather than transferring them to consumers, thereby mitigating the risk of a price uptick.
This strategic maneuver would position Apple favorably within a competitive landscape, capitalizing on stable cash flow derived from its services, which has emerged as a critical financial safeguard.
Analyst Ming-Chi Kuo hypothesizes that maintaining the iPhone 18’s price could not only mitigate the repercussions of memory cost escalations but also fortify Apple’s market positioning amidst wider economic perturbations.
Moreover, Apple’s strategy regarding memory pricing has shifted to quarterly negotiations, as opposed to the previously established six-month cycle, potentially exacerbating pressure in the forthcoming months.
Current expectations indicate that Apple will incur a cost of $70 for each 12GB of LPDDR5X RAM, representing a notable premium relative to previous agreements. Analysts assert that the decision to absorb these costs, especially as competitors are less able to mimic this approach, could confer a distinct competitive edge upon Apple.
This pricing strategy may also have repercussions for Apple’s overall product range, including its Mac computers, where analogous pricing tactics could facilitate the expansion of its market share by maintaining competitive entry prices in the face of rising component expenditures.
However, this ambitious plan is rife with risks, as fluctuations in memory prices and shifting consumer demand may adversely affect Apple’s profit margins should the cost absorption strategy become untenable over time.
As the market landscape remains fraught with uncertainty, Apple’s financial fortitude and tactical pricing strategy could enable it to manage the DRAM crisis with greater agility than its rivals.
The ensuing months will clarify whether this approach will continue to yield benefits for Apple or if it will necessitate further adjustments in response to ongoing economic pressures.
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