Apple’s upcoming iPhone 17 Pro will cost $100 more than its predecessor but buyers may not feel the hike thanks to a jump in base storage from 128GB to 256GB, according to JPMorgan analysts.
Apple is expected to unveil the iPhone 17 series on September 9, 2025 and speculation around pricing has dominated pre-launch discussions. A fresh research note from JPMorgan suggests that only the iPhone 17 Pro will see a price change compared to the iPhone 16 lineup while the rest of the series will remain at familiar levels.
iPhone 17 Pro, Price Hike With Catch
The iPhone 17 Pro will reportedly launch at $1,199 which is $100 higher than the iPhone 16 Pro. However, this increase comes with an important upgrade, the base storage will now be 256GB double the 128GB offered in last year’s model.
That means customers opting for the same storage tier as before will effectively pay the same making the change less of a “price hike” and more of a value adjustment.
iPhone 17 Series, Expected Prices in the US
| Model | Expected Price | Base Storage |
|---|---|---|
| iPhone 17 | $799 | 128GB |
| iPhone 17 Pro | $1,199 | 256GB |
| iPhone 17 Pro Max | $1,199 | 256GB |
| iPhone 17 Air | $899–$949 | TBA |
The vanilla iPhone 17 will remain at $799 continuing Apple’s strategy of keeping the entry-level model steady. The iPhone 17 Pro Max will also launch at $1,199 but with a higher 256GB base.
The newly introduced iPhone 17 Air which replaces the iPhone 16 Plus is expected to launch between $899 and $949. Apple may justify the difference with its ultra-thin design and the extensive research and development behind it.
Why Apple Is Adjusting Pricing?
Analysts believe Apple’s move is less about raising costs and more about positioning the Pro model as a stronger value proposition. By aligning the base storage at 256GB, Apple avoids widening the gap between Pro and Pro Max pricing while still encouraging users to upgrade.
JPMorgan notes this is a “commercially smart play” balancing Apple’s need for revenue growth with buyer psychology. Customers often perceive added storage as a bonus rather than an outright price increase.
Global Implications and Pakistan Pricing
Apple has not confirmed official prices, which may vary across regions due to taxes, import duties and currency fluctuations. For Pakistan, Apple devices typically carry a premium of PKR 80,000–120,000 above US prices after duties.
This suggests the iPhone 17 Pro could land above PKR 420,000 while the iPhone 17 Air may launch around PKR 350,000–380,000 depending on PTA approval and distributor markups.
