In a significant shift from its recent pricing strategy, Apple has announced a base price increase for its flagship iPhone 17 Pro, marking the first time the entry-level Pro model has surpassed the $999 threshold since 2017. The new model will start at $1,099, a $100 increase over its predecessor. Further aligning with this new pricing tier, the company has replaced the previous iPhone Plus model with a new premium-tier device, the iPhone 17 Air, starting at $999.

The tech giant is strategically framing these increases around enhanced standard features rather than external economic pressures. During the launch event, Apple’s marketing chief, Greg Joswiak, emphasized that the new starting price for the iPhone 17 Pro is identical to last year’s 256GB model, as all new entry-level devices now come with double the base storage at 256GB. This move effectively positions the price hike as an upgrade in value for the consumer, despite the higher entry point.

Notably, Apple held the line on pricing across several other new products. The standard iPhone 17 remains at $799, and the top-tier iPhone 17 Pro Max’s starting price is unchanged. The newly announced AirPods with groundbreaking real-time translation capabilities retain the $249 price point, and the latest Apple Watch Series 11 and Ultra 3 models also saw no price increases, maintaining their long-standing pricing heritage.

Industry analysts had widely anticipated these adjustments, citing increased global supply chain costs. While Apple did not directly address tariffs, its successful efforts to diversify manufacturing to regions like India have been critical in managing expenses. This strategic pricing update allows Apple to protect its margins while marketing the changes as a direct benefit to the consumer through significantly improved standard storage.