Apple Announces Price Increase for iPhone Pro: First Since 2017
Apple unveiled its iPhone 17 lineup on Tuesday, marking the first price increase for the Pro model in eight years. The iPhone 17 Pro now starts at $1,099, a $100 increase from its predecessor. However, Apple has doubled the base storage from 128GB to 256GB to justify the higher cost.
The price hike comes as Apple grapples with increasing tariff costs. CEO Tim Cook has previously stated that the company spent $800 million on tariff expenses in the June quarter. Meanwhile, the standard iPhone 17 maintains its $799 starting price, and the Pro Max remains at $1,199.
Apple also introduced the ultra-thin iPhone Air at $999, which measures just 5.6mm thick. The new devices will be available for pre-order starting September 12, with general availability commencing on September 19.
