As the countdown to Apple’s next flagship launch begins, the tech world is buzzing with rumors that have left even the most skeptical analysts "stunned." Under the leadership of new CEO John Ternus, Apple appears to be preparing a high-stakes pricing strategy for the iPhone 18 Pro and iPhone 18 Pro Max that could disrupt the entire premium smartphone market.
The Leaked Price Tags: Aggressive or Unchanged?
New data from industry analyst Jeff Pu suggests that Apple is leaning into an "aggressive" pricing model to maintain its competitive edge. If these leaks hold true, the starting prices for the base models could look like this:
| Model | Estimated Starting Price (USD) | Estimated Price (INR) |
| iPhone 18 Pro | $1,099 | ~₹1,04,546 |
| iPhone 18 Pro Max | $1,199 | ~₹1,14,059 |
While these figures are still in the premium bracket, the "stunner" lies in Apple’s refusal to hike prices despite soaring global supply chain costs.
The "Market Share First" Strategy
Renowned analyst Ming-Chi Kuo has echoed similar sentiments, noting that Apple is willing to temporarily sacrifice its legendary gross "10" style="line-height: 1.15 !important;">
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Absorbing Volatility: Apple is reportedly using its massive cash reserves to secure chips and absorb higher memory costs rather than passing them on to the consumer.
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Gaining Ground: While competitors like Samsung have been forced to raise prices for their Galaxy and A-series devices, Apple aims to keep prices steady to "steal" market share during a period of global economic volatility.
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The Long Game: The strategy is clear—get the hardware into more hands now, and recoup the profit later through Apple’s ever-expanding suite of services (iCloud, Apple Music, and the App Store).
A New Era Under John Ternus
This launch marks a pivotal moment for the company. With John Ternus at the helm, the shift toward a more aggressive, market-hungry approach suggests that Apple is no longer content with just being a luxury brand—it wants to be the dominant force in every pocket.
The Bottom Line: If these leaks prove accurate, Apple is about to put immense pressure on every other smartphone manufacturer. By cutting its own profit margins to protect the consumer's wallet, the iPhone 18 Pro lineup might become the most "value-packed" pro-level device Apple has ever released.
