Apple expected to hold iPhone 17 prices in line – JPMorgan

“iPhone 17 Air” dummy unit seen in still from Sam Kohl’s AppleTrack video
JPMorgan has shared its latest predictions for Apple’s iPhone 17 unveiling next week. In a recent research note, the firm projects positive news on pricing, suggesting only one model may see a price increase, which could be viewed as price stability rather than a significant hike.
Ryan Christoffel for 9to5Mac:
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Here’s the full lineup of what JPMorgan projects:
• iPhone 17: $799 (no increase)
• iPhone 17 Air: $899-949 (no increase or $50 increase)
• iPhone 17 Pro: $1,099 ($100 increase but with higher starting storage)
• iPhone 17 Pro Max: $1,199 (no increase)
The iPhone 17 Pro is expected to start at 256GB, eliminating the lower storage option which likely wasn’t very popular anyways. As a result, the new model will be the same price as last year at that 256GB storage tier.
The biggest question mark, then, is the iPhone 17 Air. While it’s technically replacing the Plus model in the lineup, it’s a brand new form factor that could justify a slightly higher price.
Starting the iPhone 17 Air at $899 could certainly help make up for what it lacks in cameras and battery life. But $949 also doesn’t seem out of the question for the new ultra-thin form factor.

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MacDailyNews Take: That would be very good news for Apple’s iPhone unit sales and, with the iPhone 17 Pro’s storage/price increase, good news for iPhone average selling price (ASP) in fiscal 2026.

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