“For DRAM, we believe Apple has been negotiating with Samsung Memory and SK Hynix to reach favorable deals, considering Apple’s support in the past memory downcycle and the likely capital investments,” GF Securities analyst Jeff Pu explained in a recent note to clients seen by MacDailyNews. “For NAND, we estimate the cost to be up ~70% QoQ in F2Q and suppliers are asking for 50-60% QoQ in F3Q. Overall, we expect the BOM cost of memory to increase from 9-10% in F1Q to 12-13% in F3Q. To partially offset the cost of memory price and 2nm A20 Pro, we expect efforts on other big items such as display, cameras, etc.”
Ryan Christoffel for 9to5Mac:
Many investors assume Apple will have to raise prices on the iPhone 18 line as a result [of increasing DRAM prices]. But increasingly, analysts who follow the company closely have another take.
Recently, Ming-Chi Kuo reported that Apple plans to keep pricing steady for its new iPhone 18 flagships. At a minimum, he expects the base storage options to stay the same cost as the iPhone 17 line.
Now today, analyst Jeff Pu has published a research note where he corroborates this view.
He said that following Apple’s recent earnings call, his firm performed fresh supply chain research that indicates Apple has several cost management efforts in place for this fall’s iPhones.
Apple’s goal, Pu says, is to keep starting selling prices of the iPhone 18 Pro and Pro Max “unchanged or at a similar level” to their predecessors.
MacDailyNews Take: It seems increasingly likely that Apple will keep starting prices at $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max, which will certainly help keep sales high.
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