Apple's iPhone 18 Pro and iPhone 18 Pro Max are unlikely to see official price cuts before the New Year, but promotional deals could make them cheaper to buy, according to Ivan Pavlik, chief executive of Asbis-Ukraine, Apple's official device distributor in Ukraine.
Speaking to LIGA.net, Pavlik said it was not correct to forecast recommended retail prices several months in advance. He said prices are affected by several factors, including the exchange rate, taxes, logistics and the overall market situation.
Apple unveiled its first foldable iPhone, the iPhone Duo, along with the iPhone 18 Pro and iPhone 18 Pro Max, on September 9.
Promotions expected during product life cycle
Pavlik said that even though headline prices are hard to predict, the new models will go through periods of promotions and special pricing offers during their life cycle. He described this as a traditional tool used to stimulate demand.
Pavlik said the company's estimates show that more than half of Apple device sales in Ukraine already involve credit or partner financing programs. He said that for buyers, the question of how much they pay each month is becoming just as important as the overall price of an iPhone. According to Pavlik, longer installment terms reduce the monthly payment, while trade-in schemes let customers use the value of their old device toward a new purchase.
A trend seen beyond Ukraine
Asbis-Ukraine said a similar trend is visible outside the country as well. At Apple's September 9 presentation for the American market, the company presented options for paying for an iPhone in installments over terms of up to 24 months.
Background on the launch
Apple presented the iPhone Duo, its first foldable iPhone, alongside the iPhone 18 Pro and iPhone 18 Pro Max on September 9. Asbis is Apple's official authorized distributor of Apple products in Ukraine.
What comes next
Some new iPhone models could become scarce in Ukraine after sales begin, according to earlier reporting. Early testing of the iPhone 18 Pro and iPhone 18 Pro Max has also shown how the new A20 Pro chip handles heavy workloads.
