Apple may have a plan to 'ensure' you do not pay more for iPhone 18 series

Apple may be working on a strategy to ensure that customers do not end up paying more for the upcoming iPhone 18 series. This reported move by the Cupertino-based tech giant comes as component costs rise globally. Due to high demand for mobile DRAM and pressure on the supply chain, the iPhone maker appears to be relying on its financial strength to maintain internal cost control rather than passing the costs on to consumers. As analysts have pointed out, this may work well for the company, given the need for price stability amid a volatile market characterised by competitors changing prices.

A Wccftech report citing sources in South Korea also suggested that Apple is purchasing a large share of available mobile DRAM at higher prices, even if it affects operating margins. The aim appears to be securing supply while limiting availability for other manufacturers. If accurate, this decision would reflect a calculated supply-chain move aimed at managing both costs and competitive positioning.





What analysts said about Apple’s iPhone storage strategy


As noted by TF Securities analyst Ming-Chi Kuo, Apple may choose to absorb higher memory costs rather than raise device prices; such a strategy would benefit Apple by allowing it to capture some market share despite ongoing disruption in the memory market.



In a post shared on the microblogging site X, Kuo wrote, “A few quick thoughts on Apple/iPhone memory price hikes:



1. The 1Q26 LPDDR price hikes mentioned in the news are pretty close to what I’ve heard. NAND flash increases, however, are a bit lower.



2. iPhone memory pricing is now negotiated quarterly instead of every six months, so expect another hike in 2Q26. Right now, the 2Q26 QoQ increase looks similar to 1Q26.



3. For most non-AI brands, even if you’re willing to pay up, there’s no guarantee you’ll get the supply. The fact that Apple can lock in a deal like this shows just how much leverage they have.



4. Higher memory costs will hit iPhone gross margins. But Apple’s playbook is clear: use the market chaos to their advantage—secure the chips, absorb the costs, and grab more market share. They’ll make it back later on the services side.



5. The cost pressure from memory could be a hot topic for investors and analysts at Apple’s earnings call this week. What Apple says could actually shake up other industries’ stocks more than Apple’s own or its suppliers'.



6. Apple’s current plan for 2H26 new iPhone 18 models is to avoid raising prices as much as possible—at least keep the starting price flat, which is helpful for marketing.



7. Apple has realised that it’s not just memory and T-glass—other components could also run short as the AI server boom continues to squeeze the rest of the supply chain.”




The effect of the increase in memory prices can already be felt in the industry. According to reports, companies like MediaTek and Qualcomm have cut down on 4nm mobile chip shipments by about 15-20 million units, or 20,000-30,000 wafers. The effect will be particularly felt among mid-tier and low-end smartphones, given their sensitivity to cost.


Samsung, too, is increasing the cost of high-end variants of products like the Galaxy S25 Edge, Galaxy Z Fold 7, and Galaxy Flip 7. Although the price increase does not appear to be directly linked to the issue of memory supply, it aligns with the trend of rising component prices amid tight supply.

Apple CEO Tim Cook has also talked about problems with memory prices and TSMC's limited capacity at advanced nodes, such as 3nm production. But recent events suggest that Apple is using its money to buy parts and keep costs down inside the company. This strategy might help the company keep prices stable for future devices while also affecting supply conditions in the larger smartphone market.