Apple is aiming for the upcoming iPhone 18 Pro and iPhone 18 Pro Max to have the same starting prices as the iPhone 17 Pro and iPhone 17 Pro Max, according to Jeff Pu, an equity analyst with investment firm GF Securities.

In a research note today, obtained by MacRumors, Pu said his firm’s recent “supply chain research” indicates that Apple is focused on “cost management,” in an attempt to keep the starting prices of the iPhone 18 Pro models either “unchanged” or at a “similar level” compared to the…

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