With just one day remaining before the global tech community gets its first look at the iPhone 17 lineup, all eyes are on one model in particular: the iPhone 17 Air.

Over the past year, rumors have swirled around Apple’s bold new ultra-thin device. And soon, the company is expected to officially unveil what has already been extensively leaked.

However, according to a recent report, the iPhone 17 Air may exceed expectations in terms of both specs and price.

In its annual iPhone market forecast, research firm TrendForce revealed that the 6.6-inch iPhone 17 Air is expected to come with 12GB of RAM and 256GB of storage - on par with Apple’s premium Pro models. Accompanying this high-end configuration, the base price could reach $1,099.

iPhone 17 Air replaces the iPhone 16 Plus but costs significantly more

The iPhone 17 Air is expected to succeed the iPhone 16 Plus, which had a starting price of $899. Previous leaks predicted a similar price range for the Air, around $899 to $949 for the 128GB version.

TrendForce, however, projects a different trajectory: the iPhone 17 Air, along with the iPhone 17 Pro and 17 Pro Max, could see price hikes of $50 to $100 per storage tier, reflecting “breakthroughs in design and hardware upgrades.”

Meanwhile, the standard iPhone 17 is expected to retain its base price of $799.

If these projections prove accurate, the iPhone 17 Air will be positioned as a near-premium offering, closer to the Pro series rather than just an extension of the standard line. That would create a price gap of up to $300 between the iPhone 17 Air and the base iPhone 17.

Apple may be testing customer loyalty with aggressive pricing

This strategy reflects Apple’s broader ambition to gradually raise the average selling price (ASP) of iPhones. Notably, rumors suggest Apple is preparing to launch a foldable iPhone next year with an even higher price point, potentially elevating the overall price ceiling of its product line.

In a fiercely competitive global smartphone market, Apple’s continued price increases may stir debate. Still, this approach aligns with the company’s long-standing focus: prioritizing the premium segment and maximizing profit per device rather than chasing market share by volume.

If the iPhone 17 Air indeed launches with a $1,099 price tag, it will serve as a major test of iPhone user loyalty and purchasing power amid ongoing global economic uncertainty.

Hai Phong