Amidst soaring smartphone prices, Apple is trying to keep its new-generation devices at “the current level.” According to supply chain analyses in the media, the company is closely monitoring internal calculations to avoid “exploding” prices, even amid a shortage of RAM and rising prices for spare parts.
The biggest “pain point” in such a situation is memory components. Analysts say that negotiations have intensified with suppliers such as Samsung and SK hynix to soften conditions, reduce prices, or at least slow down growth. In short: Apple is not saying "I'll beat you to it even if it's expensive", but is also considering the option of taking it on - the scenario of easing the pressure in exchange for income from services is mentioned.
The current price landscape in the "Pro" segment also explains this struggle. For example, it was written that the iPhone 17 Pro starts at $ 1,099 in the US, and at the same time the base memory has been increased. Against this background, keeping the price in the next generation at that level is not marketing, but a real strategy: competition is fierce, and the buyer is tired of the "new model - new debt" scenario.
The most interesting thing is that there is a view that the company is looking for ways to reduce costs not only in RAM, but also in other expensive details - especially around the display and camera. If this plan works, the price pressure may ease slightly even in the higher segment, such as the iPhone 17 Pro Max.
Conclusion: even if the market continues to suffer from shortages and price increases, Apple's goal is to "keep Pro at Pro prices," and not turn it into a luxury. Now it all depends on the supply chain and spring-summer decisions: who gives whom and how much "discount" - that's the winner.
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