Apple’s iPhone 17 series is just days away from launch, with the big reveal scheduled for September 9, 2025. Ahead of the event, speculation about higher prices has been running wild. Early reports pointed to across-the-board hikes, but a fresh note from JPMorgan suggests the situation may not be as severe as initially feared.
JPMorgan’s analysis indicates that only one model in the lineup—the iPhone 17 Pro—will see a clear price adjustment. The device is expected to start at $1,099, up $100 from last year. That jump, however, comes with a notable change: Apple is reportedly doubling the base storage from 128GB to 256GB. When compared to the 256GB version of the iPhone 16 Pro, the pricing actually lines up, softening the impact of the increase.
The rest of the lineup looks steadier. The standard iPhone 17 is tipped to retain its $799 starting price, matching the iPhone 16. The new iPhone 17 Air—which takes the place of the iPhone 16 Plus—may cost $949, about $50 more than its predecessor. That uptick is believed to reflect the costs tied to its slimmer, redesigned frame. As for the iPhone 17 Pro Max, JPMorgan expects no change: it should remain at $1,199 for the base 256GB model.
At this stage, the projections apply only to the US market, and it’s uncertain whether other regions will see similar adjustments. With Apple’s launch just around the corner, much of the focus will be on whether the iPhone 17 series delivers enough upgrades to warrant its price tags. For now, at least, the rumored price hikes don’t appear as sweeping—or as painful—as earlier leaks suggested.
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