[News] Apple Reportedly Plans iPhone 17 Price Hike, Potentially Cutting Entry-Level Pro

Apple’s latest iPhone 17 series is set to debut on September 9, with its potential pricing strategy drawing attention. According to TechNews, citing CNBC, sources expect Apple may adopt an implicit price hike this year by removing the entry-level Pro model, effectively pushing consumers to purchase higher-priced versions with larger storage capacity as part of its strategy.

JPMorgan analysts predict that Apple will avoid raising prices across all models directly, opting instead for strategic changes to the Pro series. As CNBC reports, they believe Apple will drop the 128GB entry-level Pro, forcing consumers to start with the 256GB version, thereby lifting its average selling price (ASP).

A key driver of the potential price hikes could be higher costs from Trump’s tariffs. As CNBC notes, Cook said the company spent $800 million on tariff costs in the June quarter, mainly tied to IEEPA-based tariffs on China. While that accounted for less than 4% of Apple’s profit, the company warned that tariff expenses could reach $1.1 billion in the current quarter.

TrendForce projects that total shipments of the iPhone 17 series will rise by 3.5% compared with the iPhone 16 lineup in 2024, with the Pro series remaining the main sales driver. However, sluggish global economic conditions and the potential for higher prices on premium models may temper overall demand.

Apple Reportedly Eyes Slimmer iPhone 17 Air

Notably, for the upcoming iPhone 17 series, supply chain sources indicate that Apple may replace the underperforming Plus model with a slimmer device that trades extra cameras and features for a thinner, lighter body, as CNBC notes.

This slim model is tentatively dubbed the iPhone 17 Air. According to TrendForce, the introduction of the iPhone 17 Air marks Apple’s official entry into the thin-and-light flagship category. However, TrendForce notes that the Air may fall short for consumers who prioritize large batteries and advanced photography, as it reduces battery capacity and trims camera specifications. TrendForce further expects initial shipments of the Air to align with historical levels of the Plus series, though its ultimate sales performance remains uncertain.

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