This year, Apple’s iPhone 17 lineup has gotten some of the most meaningful hardware improvements in years, with the standard model getting 120Hz refresh rate, improved always-on displays, amazing cameras and battery life, all at the same price as last year’s model. Yet, one model was noticeably absent: the iPhone 17 Plus. For several years, the Plus variant served as the mid-tier big-screen option for customers who wanted a larger display and longer battery life, without paying Pro Max prices. Despite the strong upgrades in this year’s release, Apple chose not to make an iPhone 17 Plus.
The decision highlights how Apple has been reshaping its product strategy. The company already offers three distinct tiers: the iPhone Air as the new entry in the premium lineup, the iPhone 17 as the flagship mainstream model, and the iPhone 17 Pro and Pro Max as the ultimate top-end device with exclusive camera features and industry leading performance. In this setup, the Plus would have overlapped too closely with the Air and Pro, potentially creating confusion in pricing and positioning.
The iPhone Air, in particular, appears to be Apple’s way of filling that gap. It delivers a larger form factor in a thinner, lighter design, taking cues from the MacBook Air in terms of branding and appeal. By shifting focus to the Air, Apple essentially replaced what the Plus used to represent. The strategy also gives Apple a clearer story across the lineup: the Air for those who want a balance of style and performance, the Pro for cutting-edge features, and the Pro Max for the very best.
From a sales perspective, there is little doubt that an iPhone 17 Plus could have performed well. Past Plus models were popular among users who preferred a bigger display without stepping up to Pro Max pricing. With the improvements in battery efficiency, brighter OLED displays, and better cameras, a Plus this year would have been even more compelling. But Apple likely believes that the Air is strong enough to satisfy this audience while allowing the Pro and Pro Max to maintain their premium differentiation.
This move also reflects Apple’s broader trend of simplifying the iPhone lineup. In recent years, models like the iPhone mini were discontinued after serving niche audiences, and the company has leaned toward fewer but more distinct product choices. Removing the Plus keeps the lineup cleaner and avoids stretching the market with too many overlapping options.
For users still wishing for a Plus, the iPhone Air is the closest alternative, offering a large display in a thin design, and it now serves as the bridge between sub-Pro price and Pro-level features. Apple’s choice not to continue the Plus branding may disappoint some, but it signals a sharper focus on clarity in the iPhone family moving forward.
