Apple has quietly raised prices across its iPhone lineup by $100, including on older models that had previously been discounted — a sharp reversal of the company’s usual post-launch pricing strategy.
Following Wednesday’s “Surprise and Shine” event, where Apple unveiled the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable, the iPhone Duo, the company increased prices on every previous-generation iPhone still on sale.
The iPhone 16, which had been discounted to $699, is back to its 2024 launch price of $799. The budget iPhone 17e jumped from $599 to $699, the standard iPhone 17 now starts at $899, and the iPhone Air climbed to $1,099. The iPhone 17 Pro and Pro Max have been discontinued entirely.
The newly launched iPhone 18 Pro starts at $1,199, while the 18 Pro Max begins at $1,299 — each $100 more than their predecessors. The foldable iPhone Duo starts at $1,999.
These price increases can be attributed to skyrocketing global prices of memory and components due to the AI-driven shortage of DRAM and flash. Former CEO Tim Cook said in June that price increases were “unavoidable” and likened the situation to a “hundred-year flood.”
Prices for other products like Macs and iPads were already increased by the company.
This marks a departure from a ritual where each iPhone launch made previous iPhone versions cheaper for budget-minded consumers. This time, patience has brought a penalty. The price increase will have repercussions for the entire smartphone industry as well.
According to analysts, it gives an Android maker the confidence to increase prices of its own phones, even those that are already available, as prices for components continue to soar.
Orders for the iPhone 18 Pro go live September 12, with shipments beginning September 18. The iPhone Duo is available in October.
2026-09-10 23:18:00
