Amidst a price storm in the RAM market , when virtually all tech manufacturers are being forced to rethink their pricing, Apple is reportedly preparing a move that could change the tone of the upcoming mobile phone season in Europe. According to various leaks, the Cupertino company plans to keep the price of the iPhone 18 unchanged from the current generation.
The idea of ​​freezing the price of the iPhone 18, including the Pro and Pro Max versions , would come at a time when the cost of producing a smartphone is higher than usual and rival brands are under pressure to raise prices. The context is far from simple: the RAM shortage has driven up component costs, many smaller companies are considering postponing launches this year, and consumers in Europe are watching every penny more closely.
A market strained by a lack of RAM
The RAM supply crisis is hitting the entire technology industry hard: manufacturers of mobile phones, computers, components, and other devices are facing escalating costs that are forcing them to make difficult decisions. For many companies, the dilemma is clear: either raise prices and risk losing sales, or accept a drop in margins that could negatively impact their bottom line.
In this scenario, several smaller brands in Europe and other markets are reportedly opting to leave 2026 almost entirely blank, at least in terms of major product launches, waiting for RAM prices to stabilize. Intense competition and pressure from distribution channels further complicate any attempt to fully pass on the additional costs to the end consumer.
This tension directly impacts the high-end market, the segment where devices like the upcoming iPhone 18 and Samsung's future Galaxy models compete. Manufacturers that traditionally competed to offer the most eye-catching specifications are now forced to carefully balance hardware, price, and perceived value , especially in markets like Spain, where price sensitivity is increasingly high.
With all this in mind, it's no surprise that much of the industry's attention is focused on Apple's next move . What the company decides usually sets the benchmark for everyone else, both in terms of pricing and how they structure their product range.
Apple's plan: frozen price for the iPhone 18
Leaks suggest that Apple is determined to keep the price of the iPhone 18 at the same level as current models . This would affect both the standard model and the Pro and Pro Max variants, something especially relevant in Europe, where the psychological barrier of €1.000 weighs heavily on purchasing decisions.
The move would also come at a time of internal transition: the CEO change scheduled for September 1st, with John Ternus taking the reins , adds even more intrigue to the strategy. Launching this new phase with an aggressive pricing policy, at least compared to the general price increases in the sector, could send a clear message to rivals, investors, and consumers.
Meanwhile, rumors are once again suggesting the possibility of a foldable model within the iPhone 18 family . Although this idea remains purely speculative for now, it would serve to enhance the appeal of the range without significantly increasing the starting price of the base model, which accounts for the majority of sales.
The key to the plan lies in the fact that, while other brands are almost forced to raise prices due to the cost of RAM and other components, Apple would opt to squeeze its own margins in the short term . The company is confident it will recoup some of that effort through its services ecosystem and, in doing so, gain ground against its main competitors.
A direct blow to Samsung and the Android competition
One of the most discussed effects of this potential price freeze is the direct impact on competition with Samsung . Industry rumors practically confirm that the Korean firm will have to raise the price of its upcoming Galaxy S27 line due to increased costs in key components such as RAM.
If this prediction holds true and Samsung raises the price of its upcoming flagship phones by around €100 , while Apple maintains its current pricing, the perceived price gap for European consumers could narrow significantly. For many buyers torn between a top-of-the-line Android phone and an iPhone, the price difference is often the deciding factor.
In countries like Spain, where the open market and carrier offers play a significant role, the potential price increase of Galaxy phones compared to a relatively unchanged iPhone 18 could be a deciding factor. While the final decision depends on many other elements (camera, operating system, battery life, ecosystem), the feeling of paying more than last year without revolutionary improvements is never easy to accept.
Apple, for its part, would be willing to accept lower profit per unit sold in this generation , but with the idea of ​​compensating for it with an increase in market share. More iPhones sold usually translate into more potential users of services like iCloud, Apple Music, and App Store purchases, which are a recurring source of revenue for the company.
Component independence: the C1 modem as a key component
To sustain such an aggressive pricing strategy during a time of rising costs, Apple has been laying the groundwork for years. The company has worked steadily to minimize its reliance on external suppliers for critical components. The idea is clear: to control more parts of the device and thus capture a larger share of the profit margin.
The main focus of this phase is the family of Apple's own chips, including the C1 modem , the connectivity component that debuted with the iPhone 16e and which, according to reports, should already be present in the entire iPhone 18 range. With this move, Apple definitively distances itself from Qualcomm and, above all, stops paying the hefty license fees associated with its modems.
This independence in connectivity complements the independence the company has already established in processors, coprocessors, and other internal components . With a more integrated design and production chain, Apple can better target where to cut costs and where to invest without being so dependent on third-party conditions, something that is especially valuable in a component shortage like the current one.
At the same time, various reports indicate that the company is securing large volumes of memory on the market, even paying very high prices . The goal would not only be to guarantee supply for its own devices, but also to reduce the room for maneuver for direct competitors who depend entirely on what is available from suppliers.
In practice, this tactic would mean that Apple accepts earning slightly less per iPhone in the short term, but in return strengthens its strategic position and puts pressure on other manufacturers , who are forced to choose between raising prices or cutting specifications even further.
Cuts in the base iPhone 18 to support the price
Not everything is perfect in this plan. Leaks also indicate that the standard iPhone 18 could come with subtle cuts to some internal features . It wouldn't be a drastic downgrade, but rather adjustments sufficient to make some more demanding users think twice, just as has already happened with the current iPhone 17.
The aim of these cuts is clear: to keep the price of the base model under control and prevent it from clearly exceeding the €1.000 mark, something particularly delicate in Europe. In a context of inflation and a general rise in costs, maintaining a stable retail price without altering the internal components is virtually impossible.
Among the areas where Apple could cut costs is the processor in the standard iPhone 18. The options being considered include reusing the chip from the previous generation or releasing a slightly less powerful variant, manufactured using a less advanced process than that used in the Pro models. This tactic would allow them to keep costs down without dramatically affecting performance for the average user.
Another element under scrutiny is RAM, which has become a central problem due to the rising price of this component. While some expected Apple to follow the path set by the iPhone 17, where the entire range shared 12GB of RAM , rumors suggest that this optimism may have been short-lived.
For the iPhone 18, the company could opt to include less RAM or use slightly slower modules in the base model. This adjustment would cut costs without significantly altering the marketing message, although users more attentive to specifications would notice the difference compared to the previous generation.
Differences within the range: the role of the iPhone 18e
This whole puzzle leaves one important question: how will the range be structured between the base iPhone 18 and the iPhone 18e ? If the differences between the two models are reduced too much due to cost-cutting, the product lineup could become less clear and less understandable for the average consumer.
Apple typically uses a combination of processor, camera, screen, and memory to justify the price increases within the iPhone family. This time, the room for maneuver will be smaller, because cost pressures are forcing them to carefully consider what to reserve for the higher-end model and what to keep in the entry-level model without exceeding the budget.
In the case of Europe, where operators and promotions largely dictate the pace of sales, an excess of similarity between versions can lead to a curious situation: users upgrading to a higher model if the price difference is small , leaving the standard iPhone 18 in a complicated position within the portfolio.
Conversely, if the technical differences are too pronounced and the base iPhone 18 is perceived as a significantly reduced version compared to the 18e or 18 Pro, some users might feel that the only truly complete option is to pay more, something that might not be entirely well-received in the current economic climate.
With all these factors at play, Apple's next launch is shaping up to be one of the most delicate moves in recent years : maintaining the iPhone 18's price in the face of a widespread RAM shortage, relying on the independence of its own chips, and simultaneously fine-tuning the base model's hardware just enough to balance the books without losing user confidence. What the company ultimately does will most likely set the tone for the rest of the industry in the coming months.
