iPhone 17: Good news on the price front?
There has been speculation for months that Apple wants to increase the tariffs for its cell phones. Bank analysts are now arguing against this.
iPhone packaging: The iPhone 17 series will be presented next week.
(Image: Sebastian Trepesch / Mac & i)
Observers have long believed that Apple will increase the price of the iPhone 17 family. There are several reasons for this: Customs-related supply chain disruptions, inflation, the construction of new factories in India – and, in particular, Apple's attempt to keep the extremely lucrative margin on the devices high. But now there is a new analyst report according to which the iPhone group is supposedly holding back. According to a research note from the JPMorgan bank, price increases for the iPhone are to be kept "low to non-existent".
Air will be more expensive, otherwise there will be compensation
According to the analysts, only the iPhone 17 Air is likely to be pricier than its direct predecessor, the iPhone 16 Plus. This could be due to the new form factor of the thinnest iPhone to date. JPMorgan predicts a moderate price increase of 50 US dollars to 949 dollars, but the 16 Plus entry-level price of 899 dollars may also remain the same. For both the iPhone 17 and iPhone 17 Pro Max, the old prices (799 and 1199 dollars to start) will be the same as for the iPhone 16 and 16 Pro Max.
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Apple is reportedly using a trick with the iPhone 17 Pro: Apple is planning to start with 256 GB of memory instead of the previous 128 GB. This would cost 1099 dollars, which would be 100 dollars more than before, but you already pay that much for the 16 Pro with 256 GB. However, if JPMorgan's statement is correct, the previously rumored reduction in price would be off the table.
Customs confusion
Apple earns particularly well on higher storage capacities with the iPhone. From 256 GB upwards, the price increases in steps of 200 dollars per doubling (up to 1 TByte), in Germany even in steps of 250 euros. It is not yet known whether Apple will change anything here or make it more expensive; speculation is currently centered around the entry-level price.
JPMorgan believes that Apple can also advertise with "price consistency". The company definitely wants to avoid justifying the changes with the current US tariffs, which the company was largely able to negotiate away recently anyway. The current speculation only concerns the US market; tariffs are not an issue for the EU. Currency distortions are more important here. The iPhone entry-level prices in euros are always higher, although in the USA the sales tax, which varies from state to state, is never included.
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