Apple could be preparing an unusually aggressive pricing strategy for its next flagship, with leaks suggesting the iPhone 18 Pro may launch at similar prices to current models despite rising component costs.

According to multiple industry sources and analysts, Apple is facing increased expenses for key parts such as DRAM and NAND memory, driven by global demand from AI infrastructure.

Its next-generation chip is also expected to be more expensive to produce. However, rather than passing these costs directly onto consumers, Apple is reportedly aiming to absorb much of the impact.

Analyst Ming-Chi Kuo has suggested Apple is trying to avoid price hikes “as much as possible”, a move that could significantly reshape competition in the premium smartphone market.

If accurate, the strategy could place Android manufacturers in a difficult position. Many rivals operate with tighter margins and less control over supply chains, making it harder to offset rising costs. Some brands have already flagged price increases across upcoming devices.

By holding pricing steady while competitors move higher, Apple may not need to undercut rivals to gain an advantage. Instead, it positions the iPhone 18 Pro as comparatively better value in a segment where consumers are already stretching budgets.

Separate leaks also point to modest design updates, including a possible smaller Dynamic Island, refinements to materials, and a slightly thicker chassis to accommodate a larger battery. Performance upgrades are expected via a new A20 chip, alongside potential camera and connectivity improvements.

There may be trade-offs, however. Reports suggest Apple could limit colour options or make minor production adjustments to help control costs.