Apple to raise iPhone 17 Pro price for the first time since 2017: How much will they cost?

Apple is preparing to raise the starting price of the iPhone 17 Pro and 17 Pro Max by $50, marking the first increase in flagship model prices since 2017. Analysts from the investment bank Jefferies reported this in an article for Macworld. The hike is linked to rising production costs and trade tariffs. At the same time, the company is actively developing artificial intelligence technologies, including an updated Siri, and preparing for new AI-related acquisitions. Here’s why the prices are going up, what’s changing with Siri, and what to expect from the upcoming iPhone lineup.

Why will the iPhone 17 Pro become more expensive?
According to Jefferies’ forecast, the starting price of the iPhone 17 Pro and 17 Pro Max—expected in September 2026—will rise by $50 compared to current models. For example:

• iPhone 17 Pro: from $1,199 to $1,249 (US)
• iPhone 17 Pro Max: from $1,299 to $1,349

The main reasons for the price increase are:

• Higher component costs: The production of chips, displays, and cameras is becoming more expensive due to increasingly complex technologies, such as 3nm A19 Pro processors and enhanced telephoto lenses.
• Trade tariffs: Tariffs on Chinese goods introduced earlier continue to affect production costs. Analysts also point to potential additional tariffs in India, where Apple is expanding production, though their impact has not yet been factored in.
• Inflation and logistics: Global economic factors are driving up shipping expenses.

This is the first price hike for Pro models since the iPhone X (2017), which started at $999. Apple managed to keep prices stable for the iPhone 14 Pro and 15 Pro, but as Macworld notes, current economic conditions are pushing the company to adjust its strategy.

AI Revolution: The New Siri and Apple’s Deals
Alongside the price changes, Apple is betting on artificial intelligence to justify the cost of its new devices. At a recent meeting with analysts, CEO Tim Cook confirmed “good progress” in developing a more personalized Siri, integrated into the Apple Intelligence platform. Craig Federighi, Senior Vice President of Software Engineering, told employees that the Siri update will be “significantly larger in scope” than originally planned.

What’s new in Siri:

• Deep integration with apps such as WhatsApp and Uber for handling complex tasks (e.g., ordering a ride or sending messages via voice).
• Improved understanding of context and on-screen content.
• Support across iPhone, iPad, Mac, and Vision Pro with the release of iOS 26.4, iPadOS 26.4, macOS 26.4, and visionOS 26.4 in spring 2026.

Cook also hinted at Apple’s readiness for mergers and acquisitions to accelerate AI development. This may involve purchasing startups in machine learning or natural language processing to strengthen competition with Google and OpenAI.

What to Expect from the iPhone 17 Lineup
Tim Cook called the upcoming iPhone lineup “amazing,” suggesting major improvements. Rumors indicate that the iPhone 17 Pro and Pro Max may feature:

• A19 Pro chip: Built using TSMC’s 2nm technology, delivering up to 15% better performance and improved energy efficiency.
• Upgraded cameras: A new 48MP periscope camera with 10x optical zoom and enhanced image processing via Apple Intelligence.
• Slim design: Potential shift to a thinner body with a titanium frame, similar to the Apple Watch Series 10.

In addition, the lineup may include the iPhone 17 Air—a thin model replacing the Plus version, priced around $899, offering a more affordable alternative to the Pro series.

Conclusion
For the first time since 2017, Apple will raise the price of the iPhone 17 Pro and Pro Max by $50, driven by rising component costs and trade tariffs. While this may intensify competition with Android devices, Apple hopes to offset the price increase with innovations such as the upgraded Siri and the powerful A19 Pro chip. The new lineup is expected in September 2026, with the enhanced Siri arriving in spring of the same year. The success of the iPhone 17 will depend on whether AI features and hardware upgrades can meet user expectations and justify the higher price. Stay tuned to see how Apple delivers on its ambitious plans.