Customers shop at the Apple Store on Fifth Avenue in New York (Photo by Michael M. Santiago/Getty Images)
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In September, Apple iPhone 18 Pro and iPhone 18 Pro Max smartphones will be presented. It will be an interesting launch, with the new foldable smartphone taking center stage while the more consumer-focused iPhone 18 is delayed until spring 2027.
Apple hopes the release of the iPhone 18 Pro will start a “super upgrade” cycle earlier than the market typically expects when consumers buy a new iPhone. This will be due to improved specifications, a less developed used device market and Apple’s ability to reduce short-term price hikes.
iPhone 18 Pro needs memory upgrade for Apple Intelligence and Siri AI
Apple plans to expand base memory specifications across its premium smartphone portfolio to meet the needs of localized artificial intelligence applications and force consumers to speed up their upgrade plans.
The key to the Supercycle’s potential is artificial intelligence, specifically the Apple Intelligence and Siri AI features in iOS 27. They will require at least 12GB of RAM to fully operate. Notably, AI features are limited to specific models during the update’s public beta period, with high-end features like expressive voices for Siri only available on the iPhone 17 Air, 17 Pro, and 17 Pro Max.
Apple will actively promote new artificial intelligence features; Artificial intelligence is seen as a necessity for smartphones in 2026. To get it, you’ll need 12GB of RAM and the latest Apple Silicon chipsets. This means that in the short term you’ll be looking at the iPhone 18 Pro and 18 Pro Max. The loyal Apple community, having finally seen a workable AI solution that can compete with Android, knows what to do and when to buy.
Used and refurbished iPhone 18 Pro markets have no advantage
AI’s demands for more memory and faster processors will reduce the value of assets in the secondary market, forcing consumers to consider newer hardware.
The 12GB RAM requirement will devalue the used and refurbished computer market. Typically, consumers see this as a way to buy new smartphones and expect significant discounts on older models. While Apple’s software support for older phones can easily last up to seven years or more, that doesn’t mean the memory or storage can be replaced, let alone upgraded. New artificial intelligence features will remain outside of these phones.
Launching a combination of iPhone 18 Pro and iOS 27 is an effective line in the sand. iPhones released after this point are ready for the brave new world of artificial intelligence, while those released before will never see the same benefits. While there are always iterative processes that leave older phones behind, Siri AI in particular is a cliffhanger. If it succeeds and becomes an integral part of the package, the supercycle will hit the aftermarket shortly thereafter.
iPhone 18 Pro Super Cycle supported by Apple services
Apple is expanding its monetization system through software subscriptions to leverage long-term service revenues rather than short-term supply chain volatility..
There is something more important that can support or extinguish the supercycle: the price of the phone. The smartphone market will shrink in 2026 and prices will rise across the board due to rising memory and storage costs driven by the predatory demands of AI-powered data centers. Apple is not immune to this and has already raised prices on some hardware midway through the individual retail cycle. Retail prices for the iPhone 18 Pro and iPhone 18 Pro Max are expected to increase, perhaps by $200 for the 18 Pro Max.
Apple is in a stronger position than most manufacturers to limit price increases. It’s not immune to inventory growth, but it owns and controls key subscription services that many members of its community use, such as Apple Music, Apple TV, iCloud Storage and others. Gross revenue from all these services remains within the company.
There is a good chance that Apple Intelligence will offer premium cloud services. This additional subscription can be easily combined, increasing the overall value of ownership for Apple, helping limit sticker shock, and increasing the likelihood of triggering
Apple has set up a supercycle for the iPhone 18 Pro
There is no doubt that the iPhone 18 Pro and iPhone 18 Pro Max will sell well in the fourth quarter, especially if consumers purchase the iPhone 15 or iPhone 16 and the iPhone 18 is out of stock. The question isn’t how many iPhone 18 Pro models will sell, but how many Apple will sell above expectations. With a soft wall of artificial intelligence, weaker aftermarket hardware, and the flexibility to keep the starting price low, Apple is laying the groundwork for supercycle financial success.