iPhone 17: bigger price tag?
Apple fans, get ready: the iPhone 17 is just around the corner, and it may cost more than you think. Analysts predict that some models could be $50 to $100 pricier than last year’s versions.
Why the jump? There are a few reasons why, including tariff increases that have already cost Apple hundreds of millions and a shift in storage options. Morgan Stanley analysts note this is Apple’s first price increase in seven years.
Say goodbye to the cheaper pro
Not all of the iPhone models will see a price increase. Apple may simply eliminate the lowest-cost 128GB option on the Pro model. That would put the iPhone 17 Pro at $1,099 for 256GB up from $999 on the iPhone 16 Pro.
Meanwhile, Apple is reported to introduce a thinner “Air” version, maybe replacing the Plus. The iPhone 17 Air is reported to sell for around $100 more than the current Plus, between $899 and about $999, according to Bloomberg.
Tariffs and tech
Tariff fluctuations are one huge reason prices may rise. Apple reports new tariffs cost the company $800 million during the last quarter, although there were some exemptions released in August. In order to adjust, Apple has diversified manufacturing, relocating some production from China to nations such as India.
A slimmer iPhone
The new “iPhone Air” will come out simultaneously with the iPhone 17 and new Apple Watch releases. This is compared to Apple’s iPhone X redesign in 2017 that removed the home button and had Face ID. The Air might be lighter and thinner, offering another option in addition to the standard, Pro, and Pro Max configurations.
Apple is hoping the thinner form factor will resonate with buyers who want something new, even if it comes at the expense of compromises, like fewer cameras than in the past.
AI takes a backseat
While competitors like Google Pixel 10 and Samsung Galaxy S25 are touting AI capabilities as top marketing points, Apple will probably care more about hardware improvements—battery life, camera capabilities, and design tweaks—than AI.
Earlier AI updates like an update to Siri that would be usable across applications were held back to Apple’s “high quality bar.” As per analysts, Apple is still behind in AI, so this conference will likely focus on foundation functions rather than digital assistants.
Consumer habits and challenges
Apple is also facing another problem: consumers are retaining their phones longer and upgrading only when features justify it. As much as iPhone still dominates with an imposing 15.7% of global smartphone sales, rival Android phones are driving innovation in AI and design.
Still, Apple has one thing going for it: its loyal customer base. Analysts note that the “Air” moniker has worked well in MacBooks and iPads, and so an thinner iPhone would likely stick with it too.
What it means for buyers
If you’re thinking of upgrading, brace yourself for higher prices and consider whether the new design and features are worth it. The iPhone 17 Pro and Air models may push your budget closer to $1,100, while base models may see smaller adjustments.
At the same time, Apple is hoping the combination of new hardware, design refreshes, and strategic pricing will keep fans excited, even if AI isn’t center stage.
Apple’s big reveal happens on September 9, and everyone will be observing whether the iPhone 17 can impress consumers while justifying that pricier tag.
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