The iPhone 17 is about to be officially unveiled. In just one week, Apple will unveil the new smartphone series. Until recently, the expectation was clear: higher prices for almost all models. However, a new report from JPMorgan paints a different picture, suggesting that buyers can expect stable prices for the iPhone 17—with only one minor exception.
In recent years, Apple has regularly adjusted the prices of its iPhones. This was due to rising production costs, inflation, and the company's commitment to incorporating new technologies. Accordingly, many market analysts assumed that the iPhone 17 series would also become noticeably more expensive. Now, an analysis by JPMorgan Chase has provided a surprising reversal. The bank expects Apple to largely refrain from price increases this year.
Price forecasts for the iPhone 17 series
JPMorgan released its forecasts shortly before the Apple event. The key figures at a glance:
- iPhone 17: $799, no price increase
- iPhone 17 Air: $899–$949, either stable or with a $50 increase
- iPhone 17 Pro: $1,099, $100 more expensive, but with higher starting storage capacity
- iPhone 17 Pro Max: $1,199, no price increase
This means that only the iPhone 17 Pro is certain to see a price increase. However, even this seems less like a traditional increase, as the device no longer starts with 128 GB of storage, but instead with 256 GB. This exact configuration already cost $1,099 in the previous model. Users are therefore paying the same amount as before for the same storage size—except that the smaller option is no longer available.
The new iPhone 17 Air
The iPhone 17 Air is particularly exciting. It replaces the previous Plus model, but features a completely new, ultra-thin design. This move could allow Apple to justify a higher starting price of $949. It's equally possible, however, that the model will start at $899, thus remaining an attractive mid-range alternative. Despite potential compromises in camera and battery life, its slim design could clearly distinguish it from the rest of the lineup.
Comparison with the iPhone 16
Compared to the iPhone 16 series, it appears that Apple is keeping prices at a similar level overall. The most noticeable difference concerns the iPhone 17 Pro, whose price increase is due to the changed storage structure. All other models remain in the same price range as last year.
importance for the market
If JPMorgan's predictions prove correct, Apple's pricing strategy could generate positive reactions. Instead of a blanket price increase, the company is focusing on targeted adjustments to individual models. The elimination of the 128 GB version of the Pro, in particular, creates the impression that more value is being offered. At the same time, the iPhone 17 Air could attract additional attention with its new design.
iPhone 17: Prices remain stable, only the Air stands out
The iPhone 17 won't bring any drastic price increases this year. Instead, Apple is largely focusing on stability and combining this with smarter storage options in the Pro model. The most exciting variable remains the iPhone 17 Air, which, as a new member of the lineup, could cost between $899 and $949. Overall, there's a lot to suggest that the iPhone 17 series will remain priced at the same level as its predecessor—a move that's quite remarkable given market expectations. (Image: zellzoi / X)
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