A next-generation iPhone 17 is held throughout an Apple particular occasion at Apple headquarters in Cupertino, California, on Sept. 9, 2025.
Justin Sullivan | Getty Images News | Getty Images
Apple elevated the beginning price of one of its iPhone fashions and changed one other with a pricier machine on Tuesday, as analysts and traders widely expected.
Apple’s iPhone 17 Pro now begins at $1,099. That’s $100 greater than final yr’s iPhone 16 Pro.
Apple additionally changed final yr’s $899 iPhone 16 Plus in its lineup with a brand new skinny and light-weight machine known as the iPhone 17 Air, which begins at $999, or $100 extra.
Apple and its CEO Tim Cook have largely managed the Trump administration’s tariffs, and the corporate has efficiently reoriented a lot of its provide chain to import iPhones to the U.S. from India, as an alternative of China, the place tariffs are increased.
Still, traders and analysts extensively believed Apple would raise iPhone costs as the corporate expects to spend greater than $1 billion this quarter on tariff costs.
Apple, as anticipated, tried to melt the price enhance blow by mentioning that this yr’s entry-level telephones now all include 256GB of storage, versus the 128GB that was normal on final yr’s telephones. Apple didn’t point out tariffs or something about the way it manufactures iPhones.
Apple expenses customers extra once they get additional storage on an iPhone. Upgrading to 512GB of storage on an iPhone 17 Air prices $200 this yr.
“iPhone 17 Pro starts at $1099, the same great price as last year’s 256 gigabyte iPhone 16 Pro,” stated Apple’s chief marketer Greg Joswiak in the course of the launch occasion.
Apple is even handed about elevating {hardware} costs in the U.S.
This is the first time that Apple’s entry-level Pro telephone has gotten a price enhance over $999 since the debut of its predecessor iPhone X in 2017.
On Tuesday, Apple saved the beginning price of its entry-level telephone, the iPhone 17, regular at $799. Its most premium machine, the iPhone 17 Pro Max, did not get a bump both.
Apple left costs the identical for the opposite new {hardware} gadgets it introduced on Tuesday. Its new AirPods, which may translate conversations in actual time, nonetheless retail for $249, the identical price because the first AirPods Pro in 2019.
Apple additionally saved Apple Watch costs steady.
The Apple Watch Series 11 is $399 for the smaller model, the identical price because it has been since 2018, when Apple was on Series 4, and Apple’s high-end sport watch, the Ultra 3, stays $799 and up.