On January 28th, the well - known Apple analyst Ming - Chi Kuo made a forecast. He stated that the negotiation cycle for iPhone memory pricing has undergone a change, shifting from a semi - annual pattern to a quarterly one. As a result, it's anticipated that memory prices will experience another hike in the second quarter of 2026. This projected increase is expected to be on par with the rise seen in the first quarter.

In response, Apple has formulated a pricing strategy for its upcoming iPhone 18 series, which is slated to hit the market in the second half of 2026. The core of this strategy is to “avoid price increases as much as possible.” Apple's goal is to, at the very least, keep the starting price of the new iPhone 18 series steady. By doing so, the company aims to make market promotion efforts more seamless.

Apple is also well - aware of a broader issue. After facing challenges with memory and T - glass supplies, it recognizes that other components might also run into supply shortages. This is mainly due to the soaring demand from the AI server industry.