The most notable change is expected in the iPhone 17 Pro lineup. Similar to the iPhone 15 Pro Max, the iPhone 17 Pro may drop its 128GB storage option. As a result, the base model would start at 256GB, with a higher price of $1,099 - about $100 more than before. However, consumers would be receiving double the storage capacity, which softens the blow and makes it less of a traditional price increase.

The situation is slightly more complex for the new iPhone 17 Air, a thin, lightweight model replacing the iPhone 16 Plus. As a new category-defining product, Apple may position it at a slightly higher price to reflect its distinct design and features.

According to JPMorgan’s estimates, the iPhone 17 Air is expected to launch between $899 and $949, a $50 increase over the previous Plus model. However, the final pricing remains unconfirmed.

Here are the projected starting prices based on the JPMorgan report:

iPhone 17: $799 (no change)

iPhone 17 Air: $899 - $949 (slightly higher)

iPhone 17 Pro: $1,099 (higher, but with more storage)

iPhone 17 Pro Max: $1,199 (unchanged)

If these predictions prove accurate, Apple will have successfully balanced consumer expectations while avoiding negative market reactions.

Despite these hopeful signs, experts caution that nothing is certain until Apple makes the official announcement on September 9 (Vietnam time: September 10). The fact that Google has held steady on Pixel 10 pricing further strengthens the belief that Apple may resist raising prices too steeply this year.

Nonetheless, in an era of rising costs across nearly all tech products and services, consumers remain concerned that their next iPhone could come with a heftier price tag.

Apple has long maintained tight control over its pricing strategy, and even a $50 difference can fuel widespread speculation. Still, based on JPMorgan’s outlook, users can be cautiously optimistic that the iPhone 17 won’t come with sticker shock.

Hai Phong