A next generation iPhone 17 is held during an Apple special event at Apple headquarters on September 9, 2025 in Cupertino, California.
Justin Sullivan | Getty Images News | Getty Images
Apple increased the starting price of one in all its iPhone models and replaced one other with a pricer device on Tuesday, as analysts and investors widely expected.
Apple’s iPhone 17 Pro now starts at $1,099. That is $100 greater than last yr’s iPhone 16 Pro.
Apple also replaced last yr’s $899 iPhone 16 Plus in its lineup with a brand new thin-and-light device called the iPhone 17 Air, which starts at $999, or $100 more.
Apple and its CEO Tim Cook have largely managed the Trump administration’s tariffs, and the corporate has successfully reoriented much of its supply chain to import iPhones to the U.S. from India, as a substitute of China, where tariffs are higher.
Still, investors and analysts widely believed that Apple would raise iPhone prices as the corporate expects to spend over $1 billion this quarter on tariff costs.
Apple, as expected, tried to melt the value increase blow by stating that this yr’s entry-level phones now all include 256GB of storage, versus the 128GB that was standard on last yr’s phones. Apple didn’t mention tariffs or anything about the way it manufactures iPhones.
Apple charges users more once they get extra storage on an iPhone. Upgrading to 512GB of storage on an iPhone 17 Air costs $200 this yr.
“iPhone 17 Pro starts at $1099, the identical great price as last yr’s 256 gigabyte iPhone 16 Pro,” said Apple’s chief marketer Greg Joswiak in the course of the launch event.
Apple is judicious about raising hardware prices within the U.S.
That is the primary time that Apple’s entry-level Pro phone has gotten a price increase over $999 for the reason that debut of its predecessor iPhone X in 2017.
On Tuesday, Apple kept the starting price of its entry-level phone, the iPhone 17, regular at $799. Its most premium device, the iPhone 17 Pro Max, didn’t get a bump either.
And Apple left prices the identical for the opposite latest hardware items it announced on Tuesday. Its latest AirPods, which might translate conversations in real time, still retail for $249, the identical price as the primary AirPods Pro cost in 2019.
Apple also kept Apple Watch prices stable.
The Apple Watch Series 11 is $399 for the smaller version, the identical price because it has had since 2018, when Apple was on Series 4, and Apple’s high-end sport watch, the Ultra 3, stays $799 and up.
