With just one week left until Apple unveils the iPhone 17 lineup at its September event, expectations around pricing have been uncertain. Many analysts had anticipated that Apple would raise prices across most of the new models, citing higher production costs and new technologies. However, a new report suggests the company may largely keep prices unchanged compared to last year’s iPhone 16 series, easing concerns for prospective buyers.
According to a research note from JPMorgan, seen by 9to5Mac, only one model in the lineup is projected to see a definite change in cost, and even that shift is tied more to a change in storage tiers than a true increase. If this analysis is correct, it would mean Apple is prioritizing price stability at a time when the smartphone market is increasingly competitive. This could help the company attract buyers who might otherwise hesitate to upgrade in the face of higher costs.
JPMorgan’s forecast lays out the following price expectations for each iPhone 17 model:
- iPhone 17: $799 (no increase)
- iPhone 17 Air: $899-$949 (either no increase or $50 higher)
- iPhone 17 Pro: $1,099 ($100 increase but with higher starting storage)
- iPhone 17 Pro Max: $1,199 (no increase)
The iPhone 17 Pro is the only model clearly slated to cost more than last year’s equivalent, but the change comes alongside a storage upgrade. Previous Pro models began at 128GB for $999, with 256GB priced at $1,099. The iPhone 17 Pro is rumored to drop the 128GB option entirely, starting at 256GB by default. This effectively keeps the price for that tier unchanged, while removing a configuration that may not have been popular with buyers. From this perspective, Apple is offering more value at the same price level rather than introducing a direct hike.
The most uncertain model in the lineup is the iPhone 17 Air, which is replacing the Plus. This device is rumored to feature an ultra-thin design, trading off some camera and battery capabilities for portability and sleekness. A starting price of $899 would make it a strong option for those who want a larger display without moving up to the Pro series, while a $949 price point would reflect the engineering behind its thinner frame. Either way, Apple seems intent on keeping the Air within a reasonable range compared to the rest of the lineup.
For the iPhone 17 and iPhone 17 Pro Max, JPMorgan expects no pricing changes at all. This would be significant given that earlier speculation suggested broad increases across all models. Apple may have decided that holding steady with pricing is more important for sales momentum, especially as it faces competition from rivals like Samsung and Google, who continue to push aggressive pricing strategies.
If JPMorgan’s projections prove accurate, the iPhone 17 family could arrive at nearly the same cost structure as the iPhone 16 series. The only material difference would be in the Pro model’s elimination of the 128GB tier, which ultimately simplifies the lineup. This approach would defy the trend of steady price hikes that has characterized recent smartphone launches and could make the iPhone 17 more accessible to a wider audience.
Price consistency could also play an important role in Apple’s broader strategy. With upgrades like Apple Intelligence and new hardware designs expected across the lineup, Apple may see stronger adoption if customers are not deterred by higher costs. For many, the perception of stability in pricing will be just as important as the new features themselves. This balance of value and innovation could help Apple maintain its strong market position as the iPhone 17 enters production and sales ramp up heading into the holiday season.
