Apple’s launching five new iPhones this year, and signs are starting to emerge that this is the year prices will finally increase. The budget-friendly iPhone SE 4 is widely expected to get a modest price bump, but the flagship iPhone 17 lineup could too. Here are two reasons why.
#1: Demand for the most expensive iPhones is growing
Apple’s Pro models have always been extremely popular among buyers.
That trend appears to be continuing even with the iPhone 16 lineup, despite Apple making the entry-level 16 a better base model than ever.
In fact, Pro models have grown significantly in popularity this year, per a new report from research firm Counterpoint.
Analyst Ivan Lam remarks on 2024 iPhone sales:
iPhone sell-through was down, but consumers are pivoting to Apple’s ultra-high end, helping to offset some of the declines. In markets like China, we’re seeing sell-through share of Pro series devices ballooning. To illustrate, Pro and Pro Max devices were at mid-forties share in China during Q4 2023, but in Q4 2024, we’re likely to see the final numbers tip well over the halfway mark.
Higher demand for Apple’s top models points to the timing being right for Apple to bump prices.
#2: iPhone 17 Air will demand a premium
In addition to consumers’ growing preference for Apple’s most expensive iPhones, a new iPhone 17 model provides yet another sign we’ll see increased prices this year.
iPhone 17 Air will be Apple’s replacement for the Plus models in the iPhone lineup. But that doesn’t mean it will automatically come with the same price.
For a while, rumors pointed to the 17 Air being an ultra-premium model—even more expensive than Apple’s Pro line.
Since then, we’ve seen more recent reports indicate it will actually fit just beneath the Pro line in cost. But there are still several reasons to believe Apple won’t make it too affordable.
The 17 Air will have a radically thin new design that undoubtedly makes it the most attractive iPhone 17 model. It will lack some Pro-class features, but should prove popular on form factor alone.
It’s unlikely Apple will want to leave money on the table by undercharging for what could be its most desired new flagship.
What this could mean for iPhone 17 pricing
Taking these two factors into account, it seems likely we’ll see modest prices increases across the iPhone 17 lineup. The one possible exception being the base iPhone 17, since the base line isn’t the most popular anyways—and will face strong competition from the new SE 4.
Currently the iPhone 16 starts at $799, 16 Plus at $899, 16 Pro at $999, and 16 Pro Max at $1,199.
I’d expect to see an iPhone 17 lineup that looks more like this:
- iPhone 17: $799 or $849
- iPhone 17 Air: $999
- iPhone 17 Pro: $1,099
- iPhone 17 Pro Max: $1,299
In other words, Apple could boost the Pro models and the Air by $100 each, but leave the base iPhone 17 alone or give it a slight increase.
Despite inflation and other economic trends, Apple has kept its flagship iPhones pricing steady in the last few years. But signs point to 2025 being the time for things to change.
What do you think will happen with iPhone 17 pricing? Let us know in the comments.
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