Apple Reportedly Preparing to Raise iPhone 17 Prices Just Weeks Before iPhone 18 Pro Launch
Apple CEO Tim Cook recently warned that price increases were becoming unavoidable, and the company has since raised prices across a range of products, including Macs, iPads, Vision Pro, and home hardware. While the iPhone, Apple Watch, and AirPods were initially spared, Apple hinted that higher prices were eventually coming for the rest of its products.
Strategic Timing
With Apple likely to announce the iPhone 18 Pro on September 9, the iPhone 17 series, or at least the Pro models, is nearing the end of its lifecycle. By bumping up prices now, Apple would create a buffer to make the forthcoming price hike, which could be as much as $300, a little less jarring. Going straight from the $1,099 iPhone 17 Pro to a $1,399 iPhone 18 Pro would shock buyers.
New Pricing Paradigms
The memory crunch is reportedly so severe that it's holding up the production of the A20 Pro chip that will power the iPhone 18 Pro and iPhone Ultra. Only a few units may be available at release, likely leading to a shortage. The introduction of the $2,300 iPhone Ultra means that Apple will once again be pushing the price ceiling. For context, the base iPhone 17 launched at $799.
By raising prices across the lineup before it unveils its new products, Apple will acclimate buyers to the new pricing paradigm. This strategy has been employed by other tech companies, including Samsung, Xiaomi, and OnePlus, which have all increased prices on their latest handsets and tablets.
No Escaping the Price Hike
Apple isn't the only company to raise prices on existing products. Samsung hiked prices on several handsets and tablets in April, with its latest top-tier foldable, the Galaxy Z Fold 8 Ultra, now costing $2,099, $100 more than the Fold 7. Google has also warned buyers to expect higher Pixel 11 prices.
The iPhone 18 Pro price jump is going to sting more because Apple's handsets are already among the most expensive on the market. However, some argue that the iPhone 18 Pro might be worth the higher price due to its potential for variable aperture cameras, incredible speed, and the fact that iPhone users may not even care about the hike.