Speculation is mounting that Apple may raise prices on its iPhone 17 lineup as early as this month, following CEO Tim Cook's recent comments about unavoidable price increases. In an interview with The Wall Street Journal, Cook explained that Apple can no longer absorb the higher costs of memory and storage chips, which are in soaring demand from AI and cloud companies building data centers. Cook described the memory shortage as a once-in-a-century event, stating he had never seen anything like it in over 40 years. The massive AI infrastructure buildout has sparked debate over whether the hundreds of billions invested will pay off, but for now it is tightening semiconductor supply.
Several companies, including Samsung, Microsoft, Sony, and Dell, have already raised their prices. Bloomberg's Mark Gurman believes Apple is next, calling price hikes imminent. He suggests Apple may tie the increase to its Back to School promotion, which typically starts around WWDC, to soften the blow. The sale offers free accessories or gift cards with Mac and iPad purchases. In three of the last five years, the promotion began 8 to 10 days after the WWDC keynote. If Apple pairs the price hike with the sale, consumers might receive a "buffer" to offset the increase.
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Current iPhone 17 prices and what to expect next
Retail prices for the iPhone 17 series currently stand at: iPhone 17e from $599, iPhone 17 from $799, iPhone Air from $999, iPhone 17 Pro from $1,099, and iPhone 17 Pro Max from $1,199. Chinese leaker Ice Universe echoed Gurman's prediction, stating that prices could rise before the iPhone 18 Pro launch in September. The Wall Street Journal estimates the iPhone 18 Pro could start at $1,399. Gurman insists the hikes are "not a fall thing," meaning they won't wait until the next generation, and could also affect iPads and Macs soon.
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For consumers, the potential price increase might make buying a refurbished or used iPhone more attractive. Alternatively, those planning to upgrade soon should watch for the Back to School deal, which could provide some compensation. Apple's broader product strategy, with 20 new products expected by 2027, suggests that price adjustments may extend to iPads and Macs as well. For more technical details about the iPhone, refer to the Wikipedia page on iPhone.
Source: https://www.macrumors.com/2026/06/22/iphone-17-prices-could-go-up-this-month
