Apple rumoured to increase prices for iPhone 17: Here’s what we know and don’t

With the countdown to Apple’s highly anticipated ‘Awe Dropping’ event underway, anticipation is building for the unveiling of the iPhone 17 series. This year’s lineup, to be announced on 9th September, is shaping up to be one of the most interesting in recent memory, fuelled by rumours of a sleek new iPhone 17 Air model.

But behind the buzz of hardware upgrades lies the anticipated question: how much will these new devices cost?

For years, Apple has held the line on pricing. However, that may be about to change. The introduction of the more affordable iPhone 16e earlier this year, coupled with significant new features across the board, has led to widespread speculation that the iPhone 17 family will see a price increase across all models.

Expected new features

The upgrades appear to be a mixed bag. The standard iPhone 17 is finally expected to get a 120Hz ProMotion display, a feature long standard on competitors and Apple’s own Pro models. The Pro devices are tipped to receive a 48MP telephoto camera, though this may come with a reduced optical zoom. The entire range may see a modest upgrade to a 24MP front-facing camera. The design of the Pro models is also expected to change with a wider, horizontal camera module.

Here’s a breakdown of the expected price hikes based on the latest rumours, converted to Euros:

iPhone 17: The standard model is expected to see a price increase, moving its starting price from approximately €729 to around €764 for the 128GB variant. This represents a modest increase that still keeps the entry point to the flagship series competitive.

iPhone 17 Pro: The Pro model is also tipped for a price adjustment. It is projected to start at around €944, up from €899, maintaining its 128GB of base storage while incorporating new high-end features.

iPhone 17 Pro Max: As the largest and most feature-rich model, the Pro Max is expected to see the biggest numerical jump. Its price is anticipated to rise from €1,079 to approximately €1,124. This model is rumoured to retain its 256GB starting storage and receive the most significant camera upgrade of the lineup: a new 48MP telephoto lens.

The Wild Card: iPhone 17 Air

The biggest question mark hangs over the rumoured iPhone 17 Air. Tipped to be an astonishingly slim 5.5mm thick, this device could redefine iPhone design. Its price, however, is a subject of intense debate.

Some analysts believe it will simply replace the iPhone 16 Plus in the lineup, which would logically place its starting price around €854. Others suggest Apple may position it as a premium ultra-thin alternative, potentially pricing it closer to competitors like the Samsung Galaxy S25 Edge (approx. €989).

In this scenario, its price could slot between the Pro and Pro Max models, or in a worst-case scenario for consumers, even exceed the top-tier Pro Max, a tough sell if its pursuit of thinness compromises battery life or camera performance.

While any price increase is never welcome news, the projected hikes for the standard and Pro models remain relatively measured.

The true shock to the system will depend on where Apple ultimately positions the new iPhone 17 Air. One thing is certain: this year’s iPhone reveal will be about more than just new features, it will be a new pricing strategy for a new era of Apple products.

Image credit: Apple