DRAM (Dynamic Random Access Memory) prices are on the rise thanks to a supply shortage, and that’s putting a bit of pressure on the global smartphone market. But surprisingly, insiders are reporting that Apple seems determined to keep the iPhone 18 price steady. It looks like the company might be growing a little conscience—after last year’s relatively affordable launches, they’re trying to stick to a price point that doesn’t scare customers away.
Apple typically negotiates memory prices with suppliers every quarter, which means price bumps are likely to show up in the second quarter of 2026. Estimates suggest that memory prices are up between 10% and 25% compared to last year.
That said, Apple’s move (or how we think they will move, at the moment) is not all about generosity. Market experts argue that keeping the price steady is a strategic play to use market chaos to their advantage – secure the chips, absorb the extra costs, and in the process, capture more market share. So, while it looks like a “nice move,” it’s also very calculated.
It’s also worth noting that DRAM isn’t the only component in short supply. Other key parts could become scarce in the coming months, which could lead to additional supply chain headaches—and potentially push the iPhone 18 price higher if Apple has to adjust.
For now, Apple is walking a fine line—absorbing rising memory costs while trying to keep the iPhone 18 price stable. It’s a smart, strategic move that benefits consumers in the short term but also sets Apple up to protect its margins down the line.
