One of the biggest questions tech enthusiasts have ahead of the expected iPhone 18 and iPhone 18 Pro launch this September is how much the current RAM crisis could affect pricing.
The iPhone is, after all, the most important product in Apple's portfolio, and the company sells millions every year. Therefore, Tim Cook has a choice to make: does Apple absorb the soaring cost of memory across its other products to try and continue to offer the iPhone at a price that won't put off buyers? Or, does he bank on the iPhone being such a staple part of most people's lives that he hikes the cost of its most essential product to protect Apple's bottom line?
