It was only a matter of time. Apple is set to hike the prices of the iPhone 17, according to several reliable sources. Most models could cost around $50 more. But before you get upset, consider what Apple is adding to justify the increase.
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Apple feels the impact of the trade war
For months, Apple has been dealing with the tariffs imposed by Washington on Chinese goods. The result? The company absorbed $900 million in extra costs just in the second quarter. Tim Cook and his team held on for a while, hoping the situation would improve. Clearly, they’ve now decided it’s time to change course.
Of course, Apple is trying to shift production to India. But let’s be honest: when you need to produce millions of iPhones by September, Chinese factories are still essential. That’s why this price increase had been expected for some time.
An extra $50, yes, but there’s more to it...
According to leaks, here is what to expect for the new prices:
• iPhone 17 will stay at $799 with no increase.
• iPhone 17 Pro will cost $1,049 with 256GB, up from $999 with 128GB today.
• iPhone 17 Pro Max will be priced at $1,249.
• iPhone 17 Air is expected to be $949.
Apple’s approach is to double the base storage on the iPhone 17 Pro. Right now, upgrading from 128GB to 256GB adds $100 to the price. So although the price rises by $50, buyers get twice the storage for less than the usual upgrade cost.
This isn’t a new tactic. Last year, Apple removed the 128GB option on the iPhone 15 Pro Max, pushing customers toward the 256GB model.
The iPhone 17 Air, a risky move by Apple
The real highlight is the iPhone 17 Air priced at $949. Apple is betting big on design, offering the thinnest smartphone it has ever made. But with limited specs at that price, it feels like a gamble.
Are consumers willing to pay nearly $1,000 just for the slimmest phone? Apple seems confident, but winning over the market might be a tougher challenge.
A strategy that raises questions
This price increase isn’t a surprise. With inflation rising, global tensions ongoing, and research and development costs growing, Apple has little choice but to adjust its prices.
The real question is how customers respond. Paying $50 more for double the storage on the Pro model seems reasonable, but pricing the iPhone Air this high feels like a big gamble on Apple’s brand.
Apple relies on its loyal customer base, but even the most devoted have budgets. Come September, we’ll see if this strategy works or if Apple aims too high this time.
