If you recently picked up the iPhone 17 Pro or Pro Max, you might want to look away. Early supply chain inputs suggest that Apple is already working hard to make sure the upcoming iPhone 18 Pro series does not cost more than the current models, and that could make the next upgrade cycle far more tempting than expected.
According to a research note accessed by MacRumors, analyst Jeff Pu says Apple’s recent “supply chain research” shows the company is focused on “cost management,” with the aim of keeping the starting prices of the iPhone 18 Pro models either “unchanged” or at a “similar level” to the iPhone 17 Pro lineup.
For context, the iPhone 17 Pro starts at $1,099 in the US, while the Pro Max begins at $1,199. In India, Apple launched the iPhone 17 Pro at Rs 1,34,900 and the iPhone 17 Pro Max at Rs 1,49,900. If the next-generation Pro models arrive at similar pricing, buyers may not have to pay extra for the newer hardware. Add to that the usual bank offers and exchange deals in India, and the iPhone 18 Pro Max could end up being more accessible than many expect.
Pu reportedly claims that Apple is negotiating with Samsung and SK Hynix to secure more “favourable” memory chip deals, despite rising DRAM and NAND prices. The company is also said to be working on reducing costs for other key components such as the display and cameras.
Another well-known analyst, Ming-Chi Kuo, has echoed a similar outlook. He said Apple’s plan for the iPhone 18 Pro models is to “avoid raising prices as much as possible,” and predicted that the company would at least keep starting prices “flat” compared to the iPhone 17 Pro models.
Why iPhone 17 Pro buyers might regret not waiting for iPhone 18 Pro or Max models?
The answer lies in the upgrades being tipped for the iPhone 18 Pro series, especially in the camera department.
One of the most talked-about features is a variable aperture main camera. Rumours about this have been circulating for over a year, but it did not arrive with the iPhone 17 Pro Max. Now, the feature is once again being linked to the iPhone 18 Pro models. Kuo had earlier said, “One major upgrade for the 2026 high-end iPhone 18 is the wide-camera lens upgrading to a variable aperture camera, significantly enhancing the user photography experience.”
Weibo tipster Digital Chat Station has also claimed that “iPhones are testing a variable aperture main camera + a large aperture telephoto lens.” It is still unclear whether both Pro models will get this feature or if it will be limited to the Pro Max.
A variable aperture would allow users to adjust depth of field more naturally. Currently, wide shots on iPhones are captured at a fixed f/1.78 aperture. With variable aperture support, users could choose between shallow, medium or deep depth of field depending on the scene.
On top of that, Apple is said to be working on an improved telephoto lens with a larger aperture. The iPhone 17 Pro currently offers a telephoto lens with an f/2.8 aperture. A wider aperture could help improve low-light zoom shots, an area where smartphones often struggle.
Battery life could also see another bump. A known leaker called Instant Digital claims the iPhone 18 Pro Max will be thicker and heavier, likely to accommodate a larger battery. While there is no information on how much battery unit the standard 18 Pro model will have, leaks have suggested that the iPhone 18 Pro Max will have a 5,000mAh (or larger) unit under the hood.
Performance is expected to take a notable leap as well. The iPhone 18 Pro lineup is tipped to feature Apple’s A20 Pro chip, which will reportedly be built on a 2nm process and using WMCM (Wafer-Level Multi-Chip Module) packaging. These changes could deliver stronger gains in performance, power efficiency and AI-related tasks compared to the A19 Pro.
Design-wise, the overall size may remain similar, but there are some refinements in the works. Reports suggest a smaller Dynamic Island as the company plans to put Face ID components under the display. Apple is also said to be planning a more unified rear design to address mixed reactions to the two-tone look of the iPhone 17 Pro. Lastly, new colour options such as Coffee Brown, Purple and Burgundy are also being tested.
Overall, if Apple manages to keep prices flat while introducing meaningful camera, battery, and chip upgrades, the iPhone 18 Pro and Max models could offer more value at the same entry price. And for some iPhone 17 Pro buyers, that might be a tough pill to swallow.
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