iPhone 17 Prices: Apple Might Surprise You With Stability

With Apple’s much-hyped “Awe Dropping” launch event just days away, the tech world is buzzing about what the iPhone 17 lineup will mean for buyers – and more specifically, for their wallets. Rumors and analyst predictions have swirled for months, but the latest insights from JPMorgan suggest Apple may resist the temptation to hike prices significantly this year, offering some relief in a climate where nearly everything else has gotten more expensive.

According to a new research note obtained by 9to5Mac, Apple is expected to keep the base iPhone 17 at a familiar $799 starting point.

That’s notable because for years, speculation has circulated that Apple would eventually push the entry-level iPhone into the $900 bracket. For now, it seems the company wants to avoid rocking the boat – at least for its mainstream model.

The situation becomes more nuanced with the iPhone 17 Pro. Much like Apple did with the iPhone 15 Pro Max, the company may discontinue the 128GB configuration, effectively nudging the starting price to $1,099. However, analysts argue this is less of a “price hike” and more of a storage realignment. Buyers will still be paying the same amount for more memory, meaning the value proposition hasn’t dramatically shifted, even if the sticker price looks steeper at first glance.

Then there’s the all-new iPhone 17 Air, a thinner and sleeker device positioned as the successor to the iPhone 16 Plus. Since this is a fresh form factor, Apple has more flexibility in how it positions the product financially. JPMorgan projects a starting price somewhere between $899 and $949. That makes it a wildcard: not as affordable as the standard iPhone 17, but not breaking into Pro territory either. Its appeal will depend heavily on how Apple markets its slim design as a lifestyle upgrade.

For those eyeing the high-end, the iPhone 17 Pro Max is expected to remain at $1,199, maintaining its place as Apple’s ultimate iPhone without adding further sticker shock. That move would keep Apple competitive with rivals like Samsung, which also has had to navigate rising component costs without alienating customers who are sensitive to escalating flagship prices.

If these predictions hold, Apple’s iPhone 17 lineup will look something like this:

• iPhone 17 – $799 (no increase)
• iPhone 17 Air – $899–$949 (possible $50 bump)
• iPhone 17 Pro – $1,099 (effectively higher, but with upgraded storage)
• iPhone 17 Pro Max – $1,199 (no change)

Still, there’s reason for skepticism. While Apple has shown restraint in pricing before – and Google recently managed to keep its Pixel 10 at last year’s pricing – the broader consumer market is dealing with inflationary pressures, higher supply chain costs, and currency fluctuations. In such an environment, any stability in pricing feels like a small victory for consumers, but nothing is guaranteed until Apple makes it official on September 9.

Beyond smartphones, Apple is also stoking excitement in other areas. This fall will see the release of Iconic Phones: Revolution at Your Fingertips, a coffee table book celebrating the landmark devices that defined the mobile era. Designed for collectors and tech enthusiasts, it promises a nostalgic journey through the innovations that shaped how we connect, work, and play in the 21st century.

Whether the iPhone 17 ends up cheaper, the same, or just slightly more expensive, one thing is clear: Apple knows that in a market where brand loyalty runs deep but competitors are hungrier than ever, pricing decisions can have as much impact as the hardware itself. September 9 will give us the answers – and likely stir up even more debate.