Apple Might Hold the Line on iPhone 17 Pricing

We’re now just a week away from Apple’s big iPhone 17 unveiling, and new analyst reports suggest the lineup may not see the across-the-board price hikes many expected.

JPMorgan Forecasts Minimal Price Changes

According to a research note from JPMorgan (via 9to5Mac), Apple is likely to keep pricing mostly consistent with last year’s iPhone 16 lineup. Only one model—the iPhone 17 Pro—is projected to see a change, but even that could be considered more of a storage adjustment than a true price increase.

Expected iPhone 17 Pricing

Here’s what JPMorgan projects:

• iPhone 17: $799 (no change)
• iPhone 17 Air: $899–$949 (no change or small increase)
• iPhone 17 Pro: $1,099 (starts at 256GB, replaces $999/128GB tier)
• iPhone 17 Pro Max: $1,199 (no change)

Why the Pro’s “Increase” Isn’t Really One

The iPhone 17 Pro is expected to drop its 128GB storage option, starting at 256GB instead. Since last year’s 256GB iPhone 16 Pro already cost $1,099, buyers are essentially getting more storage as the new base tier without an effective price hike.

The Question Mark: iPhone 17 Air

The iPhone 17 Air replaces the Plus model but introduces a thinner design. Its price could land at $899 to remain competitive, though $949 isn’t ruled out given its new form factor.

Bottom Line

If JPMorgan’s forecast proves accurate, Apple’s iPhone 17 lineup will largely mirror last year’s prices—good news for buyers bracing for increases. The only real shift is in storage tiers, particularly with the Pro model.