Apple poised to unveil most expensive iPhone yet, fuelled by memory price surge

The projected 10 to 20 percent price increase for Apple's iPhone 18 Pro, driven by a nearly 400 percent surge in memory costs, reflects a strategic decision by Apple to absorb some component expenses. This approach aims to maintain market share amidst a challenging global macroeconomic environment and cautious consumer spending. For Asian markets, this could mean a more competitive pricing landscape for premium smartphones, as Apple balances profitability with consumer affordability. The introduction of a foldable iPhone, estimated to start between US$2,099 and US$2,299, presents a new high-end segment. This move could influence component suppliers in Asia, particularly those involved in display and memory technologies, to innovate further and potentially stabilize pricing over time. The company's "moderate pricing approach" for the iPhone 18 Pro, despite significant cost pressures, suggests a focus on long-term market presence over short-term margin maximization in key Asian growth markets.