Apple Inc. announced on April 15, 2026, that it will not increase prices for the upcoming iPhone 18 Pro series. The new flagship devices are scheduled for release in fall 2026.
Apple aims to gain a competitive advantage as rival smartphone manufacturers reportedly raise prices. The company will leverage its scale to absorb rising component costs, such as DRAM, through bulk purchasing.
This strategy seeks to limit competitor access to essential parts while squeezing their profit margins. The move is intended to reinforce Apple’s dominant position in the premium smartphone market.