The latest reports indicate that the upcoming iPhone 18 Pro and iPhone 18 Pro Max will maintain the same pricing as their predecessors, despite industry-wide cost pressures. According to Jeff Pu from GF Securities, Apple is focusing on 'cost management' to keep prices stable, a sentiment echoed by multiple sources including ProPakistani and gsmarena. Pu notes that Apple is negotiating with suppliers like Samsung and SK Hynix to secure favorable memory chip deals, which is crucial as memory production shifts towards AI data centers, potentially affecting consumer device pricing. This strategic move by Apple is seen as a significant win for consumers, as it defies the trend of rising smartphone prices in 2026, a point highlighted by TechConfigurations, which describes it as a 'huge win for buyers.'