Report: Apple to absorb DRAM cost pressure itself; iPhone 18 Pro/Max prices reportedly won’t rise

The claim

It has been reported that Apple will keep pricing for the iPhone 18 Pro and iPhone 18 Pro Max unchanged this autumn, even as rivals raise flagship prices. Chinese tech site IT Home (IT之家) cites a leaker known as yeux1122 who says Apple will adopt a “price freeze” strategy to gain market share while competitors hike prices.

How Apple reportedly plans to do it

Reportedly, Apple is absorbing higher DRAM memory costs rather than passing them to consumers. It has been reported that, after failing to secure procurement discounts, Apple is buying DRAM at scale to both limit rivals’ access to supply and blunt price pressure — a move that would compress hardware margins but potentially deliver a strategic advantage through component control.

Product adjustments

As part of cost-management measures, it has been reported that the iPhone 18 Pro series will reduce color options to three: deep gray, deep red and silver white. Why fewer colors? Less SKU variety can simplify supply chains and lower component and inventory costs. There is no reliable pricing or color information yet for the rumored iPhone Fold.

Context and caveats

This comes against a backdrop of volatile memory markets and heightened US–China technology tensions, which have tightened parts supply and increased strategic competition in procurement. These reports are unverified and should be treated cautiously; IT Home and the leaker are the primary sources cited.