Apple iPhone 17 and pro max prices to see a huge jump in US? Wall Street analysts' bold forecasts revealed

Apple is gearing to roll out its latest lineup of hardware at its biggest product launch of the year at the "Awe Dropping" event on Tuesday, September 9. The tech giant is expected to unveil the iPhone 15 series at its annual release event marking a significant departure from recent iPhone designs. The iPhone 17 lineup will include four models – iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max – alongside new Apple Watches and AirPods.

The keynote will begin at 10 a.m. PT (10:30 p.m. IST) and will be streamed live on Apple’s website, YouTube, and Apple TV app. The company is expected to introduce the iPhone 17 series, new Apple Watches, AirPods Pro 3, and other hardware updates.

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iPhone 17 prices to go up?

According to a report in Business Insider, Apple's iPhone 17 could be costlier than its predecessors with some models costing $50 to $100 more. Costs and storage changes will drive the iPhone's first price in hike in years, according to analysts.


With Apple expected to reveal the iPhone 17 lineup at its annual event tomorrow, Wall Street analysts are predicting higher price tags and they estimate some of the new phones could cost $50 to $100 more than their predecessors. Morgan Stanley analysts also expect Apple to "modestly" raise iPhone prices for the first time in seven years.

Over the years, Apple has kept the price increase of iPhones pretty modest but this time there has been a new factor that could affect iPhone 17 prices — tariffs imposed by US President Donald Trump.

The company has made an effort to diversify its supply chain in recent years, shifting some manufacturing away from China to countries like India. The iPhone is mostly manufactured in China and India, where Trump has levied some of the highest tariffs, making Apple users wonder if the cost of the upcoming iPhone 17 will skyrocket.

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However, the analysts don't expect Apple to raise prices across the board. Instead, they predict the company will eliminate its lowest-cost 128-gigabyte option for the Pro model. That would start the Pro at $1,099 for 256 gigabytes, Morgan Stanley said. The cheapest iPhone 16 Pro retails for $999.

According to Chinese leaker Instant Digital, the cost of iPhone 17 is likely to go up by $50, but that's due to the increase of base storage, which now starts at 256GB instead of 128GB. An investor note from JP Morgan leaked to AppleInsider supports this rumor. The note also reportedly said the iPhone 17, iPhone 17 Plus, and iPhone 17 Pro Max could even stay the same price as the iPhone 16 ($799), iPhone 16 Plus ($899), and iPhone 16 Pro Max ($1,199).

Bank of America analysts wrote in August that they expect the iPhone 17 "Air" to cost about $100 more than the current Plus models. The biggest draw this year could be a rumored "iPhone Air", a phone slimmer than what Apple has sold before, replacing its larger Plus model, as per Bloomberg.

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The iPhone 16 Plus starts at $899, so the new price tag would be around $999. Meanwhile, analysts at Jefferies forecast a $50 price hike — representing a 4% to 5% increase over 2024 — aimed at counteracting the effects of tariffs, according to a note published in July. The price change is expected to leave the base model untouched, instead impacting the Pro, the larger Pro Max, and the rumored slimmer version of the iPhone, the firm added.

What to expect at Apple event?

Apple is set to unveil its most ambitious lineup with the iPhone 17 series, featuring four distinct models designed to cater to every user’s needs:

iPhone 17 – A bigger, more immersive display, a 24MP front camera, smooth scrolling with ProMotion, and an always-on screen for quick access.

iPhone 17 Air – Ultra-slim and sleek, this new addition boasts a 6.6-inch screen, the powerful A19 chip, and a minimalist single rear camera setup.

iPhone 17 Pro – Redesigned with a stylish new camera bar, equipped with the advanced A19 Pro chip, a 48MP telephoto lens, and a high-resolution 24MP front camera.

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iPhone 17 Pro Max – Packed with all Pro features, plus a thicker frame to house a bigger battery for longer use.

Apple Watch Series 11: The Apple Watch Series 11 will retain its overall design but gain a faster S-series chip and a 5G modem. Blood pressure monitoring remains in development but may not debut this year.

Apple Watch Ultra 3

The rugged Apple Watch Ultra 3 is rumored to feature a larger edge-to-edge display with thinner bezels, the powerful new S11 chip, satellite connectivity, and 5G support. There are also talks of a blood pressure monitoring feature making its debut.

Apple Watch SE 3

The affordable Watch SE 3 is expected to receive its first major update since 2022. Enhancements may include a plastic casing, larger displays, and a new processor to boost performance and efficiency.

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AirPods Pro 3

The upcoming AirPods Pro 3 are likely to come equipped with the advanced H3 chip, heart-rate tracking, enhanced noise cancellation, and a redesigned charging case for a more streamlined experience.

Software updates

Alongside the new devices, Apple is set to release stable versions of iOS 26, watchOS 26, and other software updates first announced at WWDC 2025.

What more

Though not officially confirmed, Apple may also unveil additional products like the AirTag 2 with an upgraded Ultra Wideband chip, a new Apple TV 4K, a second-generation HomePod mini, or an updated Vision Pro headset — possibly later this year if not at tomorrow’s event.