Apple might increase iPhone 17 prices without pointing to tariffs

Summary

Apple is reportedly considering raising the prices of its iPhone 17 series, expected to launch this fall.
The company is worried that if it raises prices it could be viewed as being related to tariffs, and an affront to the Trump Administration.
Apple is reportedly planning to pin any potential price increases on “new features and design changes” rather than tariffs. However, tariffs may still play a role.

If you’re considering purchasing an iPhone 17 when it launches later this year, be prepared for it to potentially cost more than you expect, and not just because of tariffs.

According to the Wall Street Journal (WSJ), Apple is contemplating raising the price of its iPhone 17 models, expected to launch this fall. The reason is reportedly due to “new features and design changes” instead of the Trump Administration’s tariffs on goods from China, where many iPhones are still manufactured.

While tariffs may still play a role in the increased cost of an iPhone, Apple is reportedly concerned that any potential price increase on the iPhone 17 models could be seen as being related to tariffs, and an affront to the Trump Administration. This is why Apple might play into the “new features and design changes” coming this year as the reason for the price changes — not Trump’s tariff and trade agenda.

iPhone 16

This year’s iPhone 16 line blurs the line between the “Pro” and the base-level iPhone by offering a new camera button and the Action Button, alongside the A18 chip.

Brand: Apple
SoC: A18 (3nm)
Display: 6.1-inch 2556 x 1179 pixel resolution Super Retina XDR, 2000 nits, 60Hz
RAM: 8GB
Storage: 128GB, 256GB, 512GB
Ports: USB-C

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In 2027, significant changes are expected in Apple’s product lineup.

How much could the iPhone 17 go up by?

Apple could decide to keep prices the same

A blue iPhone 16 against a yellow backdrop.

Pocket-lint / Apple

The WSJ’s report doesn’t provide specifics about how much the cost of the iPhone might increase. Currently, the iPhone 16 starts at $799, the iPhone 16 Pro at $1,000, and the iPhone 16 Pro Max at $1,200. If Apple decides to implement any price changes, it will need to tread carefully to avoid irritating consumers too much.

While Apple reportedly wants to justify its price increases with new features and designs, tariffs may still play a role…

While Apple reportedly wants to justify its price increases with new features and designs, tariffs may still play a role, but the situation remains volatile. Recently, the US and China agreed to suspend most tariffs imposed on each other while they undergo trade talks. This means that the Trump Administration’s reciprocal tariff on China, set at 125 percent, will temporarily decrease to 10 percent. There is still an additional 20 percent tariff imposed by the US on China earlier this year, citing concerns over fentanyl entering the country from China. That makes the total US tariff on imported goods from China 30 percent at the time of writing.

When the iPhone 17 series launches this fall (presumably in September), who knows what the trade situation will be like, as it’s constantly changing, so it’s hard to judge it based on that. Theoretically, if Apple raises the price of each model by $50, I could see people being upset, but not too outraged. However, any increase over $100 and in the $200 range, I could see angering a lot of people, and rightfully so.

Apple is only considering the move, so it could end up deciding to maintain the status quo for prices this year…

In terms of what to expect from the iPhone 17 series, Apple is expected to release a new ”

iPhone 17 Air
” model, which is said to be an ultra-slim smartphone from the company, similar to what Samsung is doing with the

Galaxy S25 Edge
. The iPhone 17 Air is rumored to replace the Plus model in Apple’s iPhone lineup, and measure around 5.5mm thick, the thinnest iPhone ever.

The

iPhone 17 Pro
is rumored to be undergoing a cosmetic change, featuring a new camera bar design reminiscent of the Google Pixel series. The iPhone 17 Pro is also rumored to be getting a camera upgrade, with the ability to

shoot in 8K
, and a

RAM upgrade
. Whether these changes, or any yet-to-be-announced surprise alterations, will be enough to convince people to pay more for the iPhone remains to be seen.

Apple is only considering the move, so it could end up deciding to maintain the status quo for prices this year, perhaps saving any price increases for its ”

product renaissance
” in 2027.