Apple’s much-anticipated ‘Awe Dropping’ event is just around the corner, scheduled for September 9. And as always, the iPhone lineup is expected to steal the show. But this year, there’s a twist — not all models in the iPhone 17 series will carry the same pricing strategy. According to early reports, the iPhone 17 Pro is the only Pro model set to receive a price hike, while the standard iPhone 17 and the top-end Pro Max will retain last year’s prices.
Pricing
In a research note cited by 9to5Mac, JPMorgan analyst Samik Chatterjee has outlined expected price points for the iPhone 17 series in the United States. Here’s a quick look at what might be coming:
| iPhone Model | Previous Price | Expected Price | Price Change |
|---|---|---|---|
| iPhone 16 | $799 | iPhone 17: $799 | No change |
| iPhone 16 Plus | $899 | iPhone 17 Air: $949 | $50 increase |
| iPhone 16 Pro | $999 | iPhone 17 Pro: $1,099 | $100 increase |
| iPhone 16 Pro Max | $1,199 | iPhone 17 Pro Max: $1,199 | No change |
As shown in the table, Apple is expected to keep things steady for the iPhone 17 and Pro Max, while raising prices for the iPhone 17 Pro and introducing the new iPhone 17 Air at a premium.
iPhone 17 Pro
The iPhone 17 Pro is tipped to be the only Pro model to get a price bump. The $100 increase could bring the base model to $1,099. However, that may come with a silver lining — rumours suggest Apple may finally bump up the base storage from 128GB to 256GB. So, while you’re paying more, you could be getting more value, especially if storage matters to you.
iPhone 17 Air
This year also sees the debut of a new model — the iPhone 17 Air. It’s expected to replace the iPhone 16 Plus in Apple’s lineup. The Air model might be positioned at $949, which is about $50 more than the outgoing Plus.
Apple seems to be giving this model a more refined image and possibly a different design language to justify the slightly higher cost. It could be the brand’s way of rebranding the Plus variant after mixed reception in previous years.
iPhone 17 and Pro Max
The good news? If you’re eyeing the standard iPhone 17 or the iPhone 17 Pro Max, you may not have to worry about a price hike. The base model is likely to remain at $799, while the top-end Pro Max is expected to stay at $1,199.
This might help Apple maintain a competitive edge in pricing, especially at a time when consumers are cautious about upgrades.
Strategy
The pricing strategy reflects a shift in Apple’s approach. While the company is known for its premium positioning, the flat pricing for two of the four models could be a way to keep the iPhone accessible to a broader audience. At the same time, the price hikes for the Pro and Air variants may signal higher-end hardware or design updates that justify the cost.
As always, take these numbers with a pinch of salt. Nothing is confirmed until Apple takes the stage at the September 9 event. But if these estimates are accurate, buyers looking for more power or new features should prepare to pay a little extra this year.
FAQs
Will iPhone 17 Pro be more expensive?
Yes, it’s expected to get a $100 price hike.
Is there a new iPhone 17 Air model?
Yes, it’s replacing the iPhone 16 Plus at a higher price.
Will the iPhone 17 Pro Max price change?
No, it’s expected to stay at $1,199.
What’s the base price of iPhone 17?
It is expected to start at $799, same as last year.
Will storage increase in iPhone 17 Pro?
Yes, base storage may increase from 128GB to 256GB.
