Apple(US:AAPL) Huan Qiu Wang Zi Xun·2026-02-11 07:19Core Viewpoint - Apple aims to maintain the same pricing for the upcoming iPhone 18 Pro and iPhone 18 Pro Max as the current models, despite rising global memory prices, through supply chain optimization and cost control strategies [1][3]. Group 1: Memory Price Trends - DRAM and NAND flash memory prices have significantly increased since the second half of 2025, driven by the expansion of artificial intelligence infrastructure, creating cost pressures across the consumer electronics industry [3]. - Apple has not been significantly impacted by these rising costs due to its strong bargaining power and proactive supply chain management [3]. Group 2: Pricing Strategy - Analysts, including GF Securities' Jeff Pu, believe that Apple's advantages will help it avoid raising prices for the next generation of high-end iPhones, with expected starting prices for the iPhone 18 Pro series remaining at $1,099 (256GB) and $1,199 (256GB) for the iPhone 18 Pro Max [3]. - Renowned analyst Ming-Chi Kuo also noted that Apple's long-term supply agreements and inventory buffers allow it to effectively mitigate risks from memory price fluctuations, emphasizing that maintaining price stability is a key strategic goal for the company [3][4]. Group 3: Supply Chain Management - Apple CEO Tim Cook indicated during the Q1 2026 earnings call that memory and flash costs have not yet materially affected product pricing, but could pose challenges later in the year if trends continue [4]. - Reports from late December 2025 suggested that Apple significantly increased its memory chip orders from Samsung, which could help lower unit costs through economies of scale and potentially reshape its memory supply chain by shifting some orders from Micron and SK Hynix to Samsung [4].