Apple raised the price of every iPhone it still sells by $100. Four of those models got no new hardware at all. The base iPhone 17 now starts at $899 instead of $799, the iPhone Air crosses into four figures at $1,099, and the iPhone 17e sits at $699 after a year at $599. Last year's iPhone 16 holds the bottom at $799. None of it was mentioned on stage. The numbers changed when Apple's online store came back up after the keynote, and 9to5Mac published the full ladder, which now runs from $699 up to the $1,999 iPhone Duo.
Apple has given no reason for the increase. Tim Cook, the outgoing chief executive, warned in June that the company had run out of room to absorb what its suppliers were charging, and iPad and Mac prices went up that same month. "We're doing our best to mitigate the huge increases that are being passed to us, and we've been trying to shield our customers from the increases, but the situation has become unsustainable." The iPhone 18 Pro and Pro Max went up by the same $100, to $1,199 and $1,299, and Apple discontinued the iPhone 17 Pro and 17 Pro Max the same day, so $1,199 is now the cheapest way into a Pro.