Apple’s September 9 unveiling of the iPhone 17 lineup has turned out to be one of the most surprising announcements in recent years – not because of flashy new colors or a radical redesign, but because of pricing that undercuts months of speculation. For months, analysts, leakers, and tipsters warned that the iPhone 17 would be hit with across-the-board price hikes. 
Instead, Apple did something few expected: it not only avoided raising the entry price, it actually made the base iPhone 17 an incredibly attractive deal.
Pricing Breakdown
The iPhone 17 series starts at $799 for the 256GB iPhone 17, $999 for the brand-new iPhone Air, $1,099 for the iPhone 17 Pro, and $1,199 for the larger iPhone 17 Pro Max. For those who need extreme storage, the Pro Max now goes all the way up to 2TB, but that pushes the price into the realm of MacBook Pro territory at $1,999.
The Base iPhone 17: Best Value Yet
The big story here is the standard iPhone 17. Apple has doubled the base storage from 128GB to 256GB without raising the $799 starting price. In fact, when you compare directly, the 256GB iPhone 16 last year cost $899. That makes this year’s iPhone 17 effectively $100 cheaper, while also including major upgrades. Buyers now get a 120Hz ProMotion display – previously reserved for Pro models – a new ultra-wide camera, the cutting-edge A19 chip, improved Center Stage selfies, and an additional eight hours of battery life.
The New iPhone Air
Replacing the outgoing “Plus” variant is the all-new iPhone Air. Apple designed this model as a direct challenger to slim, curved competitors like Samsung’s Galaxy S25 Edge. At $999, the Air undercuts the Edge’s $1,099.99 price tag while delivering Apple’s ecosystem advantages. The catch? To achieve its razor-thin profile, Apple reduced battery capacity, which could be a dealbreaker for heavy users. Still, for those prioritizing portability and style, it’s a compelling new option in Apple’s lineup.
The Pro Models Step Up
Both the iPhone 17 Pro and Pro Max now start at 256GB, abandoning the old 128GB tier. While this shifts the Pro up $100 compared to the iPhone 16 Pro’s launch price, the storage bump justifies it. The Pro and Pro Max also showcase the fastest iteration of Apple’s silicon yet, with the A19 delivering unmatched performance. The Pro Max, in particular, continues to be the photography enthusiast’s dream with its longest telephoto lens ever on an iPhone. And for professionals who need extreme storage, the 2TB option ensures massive on-device libraries of videos, RAW photos, and apps are possible without cloud reliance.
Apple’s Strategy: Value Over Sticker Shock
Instead of creeping prices upward, Apple seems to be leaning into offering more value at familiar price points. The company knows consumers are wary of inflation and tech fatigue. By keeping the $799 entry point but drastically improving what’s inside, Apple positions the iPhone 17 as not just another annual refresh but a meaningful leap that justifies upgrading.
The Bottom Line
For most buyers, the base iPhone 17 represents the sweet spot: more storage, ProMotion, a powerful A19 chip, better cameras, and longer battery life without a cent more in cost compared to last year. The Air is stylish but comes with compromises, the Pro models cater to power users and creators, and the Pro Max at 2TB raises eyebrows for its price but will appeal to niche professionals. In short, Apple managed to surprise everyone not with higher prices, but with one of the strongest value-driven lineups in years.
2 comments
still think the Air battery sounds trash tbh
pro max 2TB is insane, who needs that much??