For the first time since 2017, Apple has raised the starting price of its Pro iPhone in the U.S. The new iPhone 17 Pro now starts at $1,099, according to CNBC. That’s a $100 bump compared to last year’s iPhone 16 Pro. The company is cushioning the blow a bit by doubling the base storage to 256GB, so buyers are at least getting more room out of the box.
The regular iPhone 17 holds steady at $799, even with the same storage boost, making it look like Apple is keeping its entry price as approachable as possible. Then there’s the new iPhone Air at $999, positioned right between the base model and the Pro. It’s thinner, sleeker, and clearly meant to capture customers who want something premium but don’t want to jump straight to the Pro tier.
So why the increase now? Rising costs from tariffs and global supply chain pressures are a big part of it. Apple has held off on price hikes for years despite inflation, but the Pro tier is the one place where the company can make the change without alienating too many users. The Verge notes that analysts had been expecting this move, pointing to Apple’s strategy of balancing affordability with profitability.
Interestingly, the Pro Max hasn’t seen a change in its starting price. Apple seems to know that pushing the cost of its highest-end phone even higher might risk alienating loyal fans. Instead, the standard Pro takes the adjustment while the top-of-the-line model stays where it was last year.
The storage increase is also part of the story. Last year’s Pro started with 128GB, and many users felt that filled up far too quickly with modern apps, photos, and video. Moving the baseline to 256GB adds value and gives Apple cover to justify the hike. It’s the classic “raise the price, sweeten the deal” approach.
Apple’s lineup this year looks more tiered than ever: $799 for the base iPhone 17, $999 for the new Air, $1,099 for the Pro, and higher still for the Pro Max. For customers, it means deciding not just on screen size or camera power, but where in Apple’s pricing ladder they’re willing to land.
