# iPhone 18 Pro and iPhone 18 Pro Max will go on sale later this fall.

*business · news · 2026-05-01 · Tom's Guide*

## Key points

- Apple plans an 'aggressive pricing strategy' for iPhone 18 Pro and Pro Max despite rising RAM costs.
- Jeff Pu predicts iPhone 18 Pro and Pro Max base prices will stay at $1,099 and $1,199.
- Apple may offset increased component costs by increasing upgrade prices for higher storage variants.
- Apple confirmed 'significantly higher memory costs' will impact its business starting this summer.

**Companies:** Apple
**Countries:** United States

[Read the full story on Tom's Guide](https://www.tomsguide.com/phones/iphones/apple-predicted-to-use-aggressive-pricing-for-the-iphone-18-pro-and-pro-max)

---

Canonical: https://newsio.io/n/5fa1652a-1ee8-4007-a16f-3fb5be69b5b8/iphone-18-pro-and-iphone-18-pro-max-will-go-on-sale-later-this-fall-analyst-jeff
Summarized by Newsio from Tom's Guide. https://newsio.io/how-it-works