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According to sources familiar with the matter, Apple is reportedly considering a price adjustment for the upcoming iPhone 17 series, expected to debut this fall.
During the announcement of its fiscal Q2 2025 earnings, Apple CEO Tim Cook acknowledged that, due to tariff policies enacted by the Trump administration, the company anticipates an additional $900 million in costs in the upcoming quarter. These increased expenses, largely tied to the country of origin, may result in higher prices for iPhones sold within the United States—and could prompt Apple to reassess its global iPhone pricing strategy.
Insiders suggest that Apple faces mounting difficulty in offsetting these increased costs solely through supply chain optimization. With the U.S. government imposing heightened tariffs on imports from China, Apple may be compelled to address the shortfall by raising retail prices on iPhone models.
Although Apple has begun relocating portions of its production outside China—for instance, most iPhones sold in the U.S. next quarter are expected to be manufactured in India, while many iPad and Mac models will originate from Vietnam—the higher-end iPhone Pro models still rely heavily on China-based production lines due to the maturity and expertise of local contract manufacturers. As such, these models remain exposed to the impact of elevated U.S. tariffs.
Some analysts believe that raising iPhone prices could ultimately benefit Apple by boosting profit margins. However, any pricing adjustments will likely be framed around factors beyond tariffs—such as design enhancements, expanded AI capabilities, or improved user experiences—to soften consumer perception.
According to market analyst Ming-Chi Kuo, the forthcoming lineup will consist of the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max, following Apple’s familiar release cadence. Notably, the Plus model is expected to be replaced by a slimmer “Air” variant. A more affordable iPhone 17e is anticipated to follow in spring 2026.
Beginning in fall 2026, the lineup will reportedly evolve with the introduction of the iPhone 18 Air—sharing the same display size as the iPhone 17 Air—and the iPhone 18 Pro and Pro Max, which will feature smaller front-facing camera cutouts. Most significantly, Apple is said to be preparing its first foldable-screen iPhone, the iPhone 18 Fold, to launch in spring 2027, accompanied by the standard iPhone 18 and entry-level iPhone 18e.
By fall 2027, Apple is expected to debut an expanded iPhone 19 Air, alongside the iPhone 19 Pro and Pro Max—both featuring full-screen, notchless displays—and a second-generation foldable model, the iPhone 19 Fold.
However, Bloomberg reports that Apple’s first foldable-screen iPhone is not expected to launch until 2027, possibly due to ongoing refinements in durability and real-world usability of the folding display mechanism.
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