“While product specifications and production difficulty have increased, the price has effectively decreased,” the site explains, admiringly. “This year is very difficult due to chipflation,” said Samsung Display president Lee Chung. “There is significant pressure to lower prices for components and displays.” A more optimistic LG Display president Jeong Chul-dong, meanwhile, said: “We are being affected to some extent. The iPhone 18 Pro and 18 Pro Max will go on sale this September, likely accompanied by the iPhone Ultra, and we won’t know the sale prices for sure until then.