The next-generation iPhone 17 will be held at Apple Special Events on September 9, 2025 at Apple’s headquarters in Cupertino, California.
Justin Sullivan | Getty Images News | Getty Images
Apple raised the starting price for one of its iPhone models, replacing another starting price with a more expensive device on Tuesday, as analysts and investors are widely expecting.
Apple’s iPhone 17 Pro now starts at $1,099. That’s $100 more than last year’s iPhone 16 Pro.
Apple replaced last year’s $899 iPhone 16 Plus with its lineup. This is a new thin, lighter device called the iPhone 17 Air, starting at $999 or another $100.
Apple and its CEO Tim Cook primarily control tariffs in the Trump administration, and the company is successfully reorienting much of its supply chain to import IPHONE from India to the US, rather than China, where tariffs are high.
Still, investors and analysts widely believed that Apple would raise the price of its iPhone. The company expects to spend more than $1 billion on tariff expenses this quarter.
As expected, Apple tried to ease the price rise by pointing out that this year’s entry-level phone comes with 256GB of storage, rather than the standard 128GB on mobile phones last year. Apple didn’t mention any customs duties or how the iPhone was manufactured.
Apple will charge users more when they get additional storage on their iPhone. Upgrading to 512GB of storage on the iPhone 17 air is $200 this year.
“The iPhone 17 Pro starts at $1,099, which is just as expensive as last year’s 256GB iPhone 16 Pro,” said Greg Joswiak, Apple’s chief marketer, at the launch event.
Apple is wise about raising hardware prices in the US
This is the first time Apple’s entry-level Pro Phone has achieved a price increase of over $999 since its predecessor’s iPhone X debut in 2017.
On Tuesday, Apple stabilized the starting price for its entry-level phone, the iPhone 17, at $799. Its most premium device, the iPhone 17 Pro Max, didn’t even get bumps.
Apple also left the same price for other new hardware items announced Tuesday. The new AirPods, which allow you to translate conversations in real time, are still retail for $249, the same price as the first AirPods Pro of 2019.
Apple has also stabilized the price of its Apple Watch.
The Apple Watch Series 11 costs $399 for a smaller version, and the same price as Apple was in Series 4 in 2018, while Apple’s high-end sports watch, the Ultra 3, is over $799.
