Apple's iPhone sales in the United States saw a year-over-year increase of 1.3% during the first quarter of 2026, while the overall smartphone market contracted by 5.7%. Apple's market share grew by 4%, driven largely by the popularity of the iPhone 17 series, which faced supply issues in the previous quarter.
Amid rising memory and storage costs, the pricing strategy for the upcoming iPhone 18 Pro will maintain the same levels as its predecessor, set at approximately $1,099 for the 18 Pro and $1,199 for the 18 Pro Max. However, lower-tier models may see price adjustments, similar to recent strategies employed by Samsung with the Galaxy S26 models.
In addition to its smartphone offerings, Apple is enhancing the availability of the MacBook Neo. Shipping times have decreased by a week, and the company is preparing for an additional production run, targeting 10 million units. Consumers in the U.S. can expect timely deliveries if orders are placed this week.