According to the updated pricing on Apple’s Japanese website, the base iPhone 17 (256GB) now starts at ¥142,800, up from ¥129,800, which is roughly a 10% increase. The higher-end models saw similar bumps: the iPhone 17 Pro (256GB) jumped to ¥194,800 from ¥179,800 (about 8.3% higher), and the iPhone 17 Pro Max also saw roughly a 10% increase. Other variants like the iPhone 17 Air and iPhone 17e went up between 8% and 11.3%. Apple Watch and AirPods models were hit with similar hikes.
This move comes as the yen continues to hover near multi-decade lows against the US dollar, making imported products more expensive for Japanese buyers. Apple’s Japan team reportedly declined to comment, but the change fits with what other companies have been doing to cope with the currency pressure. Just a few weeks ago, Apple raised prices on Macs, iPads, and other devices globally due to memory chip shortages (though iPhones were spared in that earlier round).
The iPhone 17 series brings upgrades such as improved cameras, longer battery life, a more powerful A-series chip, and a refreshed design for the Pro models. Japan has always been a strong market for iPhones, but these higher prices could make some buyers think twice, especially when comparing them to local options and Android flagships.
So far, Apple hasn’t announced similar price increases in other countries, which suggests this adjustment is specific to Japan’s economic situation. Currency swings can force companies to tweak prices of their products, and this is just the latest example.
For Japanese consumers, the new starting price for the iPhone 17 Pro Max now sits around ¥214,800 in some configs, making the top model feel even more premium. These regional price changes highlight how global supply chains and currency volatility can affect everyday buyers. It’ll be interesting to see if the yen stabilizes or if Apple offers any promotions to soften the blow.
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