Apple may be looking to increase the price of the iPhone for 2025’s upcoming models, according to a report from The Wall Street Journal (WSJ).
The report says the company is considering a price increase paired with new features and design changes on its next-gen models, likely to be called the iPhone 17 series. The WSJ says the information comes from “people familiar with the matter”.
According to the sources, Apple also wants to avoid saying the price is increasing because of the ongoing US tariff situation. The US and China have paused tariffs on imported goods until early August, but we likely won’t see a new iPhone model until September.
In April, a news report suggested Amazon was planning to directly tell customers when US tariffs had increased the price of a product. The White House soon responded calling it a “hostile and political act”. According to The WSJ’s sources, Apple wants to avoid a similar situation when increasing the price of its iPhone.
Instead, the sources say Apple is considering blaming the price increase on new features being added to the next-gen phones. It’s unclear what those features are, but rumors suggest there may be a new ultrathin iPhone “Air” coming to the range.
The iPhone 16 price starts at $799 and the 16 Plus costs $899. The iPhone 16 Pro then starts at $999, with the Pro Max jumping to $1,199.
If Apple does change its prices, it’s not clear how much it will jump up. Apple normally increases prices in $100 increments, so we may see the starting model in the iPhone 17 range hit $900 for the first time.
The last time we saw a price rise of the standard model was in 2020 when the iPhone 12 sold for $799 compared to the $699 Apple charged for an iPhone 11.
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In the company’s Pro range, the smaller model has always been priced at $999 ever since it first introduced the iPhone 11 Pro in 2019. The price difference between the Pro and Pro Max models remained $100 until 2023 when Apple increased the iPhone 15 Pro Max to hit the $1,199 mark.
If Apple increases prices across all its handsets, we may be set to see the most expensive iPhone ever in the 17 Pro Max.
In February 2025, Apple introduced an iPhone 16e that started at $599. While cheaper than the iPhone 16, it’s far more expensive than the iPhone SE it was replacing that first went on sale at $429. PCMag’s Eric Zeman said at the time of the iPhone 16e release that its price rise may foreshadow an increase from Apple across its entire range.
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About James Peckham
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