Apple’s next flagship lineup, the iPhone 17 series, is generating buzz not only for its expected design and performance upgrades but also for its pricing strategy. Reports suggest that Apple will largely hold prices steady across the lineup, but one model—the iPhone 17 Pro—is set to see a notable increase.
According to market analysts, the iPhone 17 Pro will debut at $1,199, marking a $100 jump compared to the iPhone 16 Pro. At first glance, this may seem like a steep increase, but Apple is also enhancing the value proposition. The new Pro will ship with 256GB of base storage, effectively doubling the previous 128GB entry tier. By eliminating the lower storage option, Apple is positioning the device as a more premium choice without drastically disrupting its pricing tiers.
The rest of the iPhone 17 family, however, will retain familiar pricing. The standard iPhone 17 is expected to start at $799, continuing Apple’s tradition of keeping its base model within reach of a wider audience. The iPhone 17 Pro Max is also expected to remain at $1,199, the same starting price as the current Pro Max. Meanwhile, the rumored iPhone 17 Air, a lighter and more affordable variant, could fall between $899 and $949 depending on market dynamics.
Analysts attribute the selective price adjustment to several factors, including rising component costs, new hardware investments, and global trade tariffs. Apple has used similar strategies in the past, such as when it increased the entry price of the iPhone 15 Pro Max by offering larger storage as standard.
Overall, while most customers won’t see a change in pricing, those eyeing the iPhone 17 Pro should prepare for a higher starting cost—albeit with significantly more storage built in.
