Apple, at its Surprise and Shine event on Wednesday, unveiled the new iPhone 18 and the first foldable iPhone, the iPhone Duo. But amid all the attention on Apple’s newest and most expensive device, there’s another change: Apple is raising the price of its existing iPhone by $100.
Starting today, customers will notice a price increase for models available from Apple Online storeIncluding the starting price of iPhone 16 at $799, iPhone 17e at $699, iPhone 17 at $899, and iPhone Air at $1,099.
The price increase is even greater in some international markets. in IndiaFor example, the price has increased by about 20.5%. The company also canceled the iPhone 17 Pro and iPhone 17 Pro Max.
Such a strategy is unusual for Apple. Traditionally, the arrival of a new iPhone model means that older models become cheaper.
However, the price increase is not expected at all. Speculation It has been established that Apple can increase the price while it presents its next generation iPhone. One of the biggest pressures is the worldwide shortage of memory and storage chips. Demand for those components has increased as AI companies and cloud providers build increasingly large data centers.
In a June interview with The Wall Street JournalApple’s former CEO Tim Cook admitted that rising component costs could force the company to rethink its pricing strategy. He said Apple could not fully absorb the rising cost of memory and storage chips.
About a week after those comments, the company raised prices across its Mac and iPad lines.
Another reason Apple might consider raising iPhone prices is to continue to compete with rising prices from rivals like Samsung and Google. In addition, Apple may feel that its new Upgrade program, which allows customers to spread the cost of the iPhone through manageable monthly payments, can buffer the impact of price increases, making it invisible to consumers.
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