The next iPhone generation is looming. With the launch of the iPhone 17 series, not only the design but also the pricing and storage structure could change. The iPhone 17 Pro, in particular, is the focus of new speculation. According to recent leaks, the model will launch with 256 GB of storage—accompanied by a $50 price increase across the entire series.
Rumors about the new iPhone generation have been circulating for months. More and more leakers and analysts are providing clues about how Apple might position the iPhone 17. The focus is not only on technical advancements, but also on economic factors such as production costs, tariffs, and the general pricing strategy. The iPhone 17 Pro could become a key model, coming standard with 256 GB of storage for the first time – a move already a reality with the current Pro Max model.
256 GB storage planned for the iPhone 17 Pro
The well-known Weibo leaker "Instant Digital" reiterates in a recent post that the complete iPhone 17 series will be unveiled on Tuesday, September 9th. At the same time, there is speculation about a price increase of $50 per model. This could be accompanied by larger internal storage – especially for the iPhone 17 Pro. Currently, the iPhone 16 Pro starts with 128 GB of storage. More capacity is only available for an additional charge. Only the iPhone 16 Pro Max already comes with 256 GB as standard. By potentially equalizing storage on the iPhone 17 Pro, Apple would standardize the entry-level model and make the Pro model more attractive – without immediately requiring more expensive upgrades.
Reasons for the expected price increase
Back in July, the analytics firm Jefferies forecast a $50 price increase for all models of the next iPhone generation. This is likely Apple's response to rising component costs and new tariffs in its Chinese business. If the current product positioning is maintained, the new pricing structure would look like this:
- iPhone 17: starting at $849
- iPhone 17 Air: starting at $949
- iPhone 17 Pro: starting at $1,049
- iPhone 17 Pro Max: starting at $1,249
The introduction of the Pro model with 256 GB of storage would put this price increase into perspective. The current iPhone 16 Pro with 256 GB currently costs $1,099 (€1,199 in Germany). This means that if the iPhone 17 Pro with 256 GB were to launch at $1,049, there would actually be a price advantage.
Uniform product range and less upgrade pressure
Expanding the storage capacity of the Pro model would also have strategic advantages for Apple. Standardizing the base storage capacity to 256 GB for the higher-priced devices could help streamline the product range. At the same time, it would reduce the pressure on users to opt for larger storage options right away when purchasing. It's reasonable to assume that Apple is deliberately taking this step to make the price increase more understandable. According to a May report in the Wall Street Journal, the company plans to justify the higher prices not solely through external factors such as tariffs, but through actual added value—for example, through new features and design changes.
iPhone 17 Pro as a response to rising expectations
If the leaks are confirmed, the iPhone 17 Pro could launch in September with 256 GB of storage. This would correct Apple's previously inconsistent storage policy. At the same time, it would offer more value for the higher entry-level price – without additional surcharges for users who already need more storage at the time of purchase. In a larger context, this would be a logical response to market changes and production costs. The iPhone 17 would thus represent an important step for Apple not only technically but also strategically. (Image: kanedacane / X)
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