Apple is reportedly planning to increase the prices of most models in its upcoming iPhone 17 range, according to new analysis from investment firm Jefferies. The report, led by analyst Edison Lee, indicates that three out of the four expected models will be priced higher than their predecessors when they are released later this year.
Three models tipped for price hike
The iPhone 17 Pro, iPhone 17 Pro Max, and a new variant known as the iPhone 17 Air are expected to each see a price increase of approximately US$50 (around S$65). If these projections hold, the iPhone 17 Pro could start at roughly S$1,664, while the iPhone 17 Pro Max may launch at about S$1,864, based on the current pricing structure of the iPhone 16 Pro lineup.
$AAPL – IPHONE 18 PRICE HIKE EXPECTED: JEFFERIES
— *Walter Bloomberg (@DeItaone) July 30, 2025
Jefferies analyst Edison Lee maintained a Hold rating and $188.32 price target on Apple. He noted strong iPhone demand in Q2 2025, with U.S. telcos reporting ~22% growth in equipment sales — the highest in six quarters. This…
The iPhone 17 Air is rumoured to replace the Plus model in Apple’s traditional lineup, but its final pricing remains unclear. However, a recent report by Korean news outlet Sisa Journal suggests that Apple is likely to price the Air variant in line with the iPhone 16 Plus, indicating a potential base price of approximately S$1,464.
Entry-level iPhone model to remain unchanged
In a surprising twist, Lee predicts that Apple will not raise the price of the standard iPhone 17 model. If accurate, this would make it the only model in the series to maintain its existing price point, offering consumers a relatively more affordable option in the otherwise increasingly expensive iPhone lineup.
This forecast presents a more modest outlook compared to earlier reports following the Trump administration’s announcement of new tariffs on Chinese imports. At that time, analysts at Rosenblatt Securities warned that iPhone prices could surge by as much as 43%, with potential price increases ranging from S$602 to over S$1,070 per unit.
Tariffs are driving broader pricing pressure
The anticipated price increases appear to be part of Apple’s broader strategy to navigate the impact of newly implemented US tariffs, which take effect on 1 August. The Wall Street Journal reported in May that the company is considering price adjustments to safeguard its profit margins as it contends with higher production costs stemming from tariffs on Chinese imports, where most iPhone components are still manufactured and assembled.
These tariffs may also affect Apple’s other product categories. Industry insiders suggest that the company could implement similar price hikes for Macs and Apple Watches in the near future to offset the growing costs of hardware production and supply chain disruptions.
Apple is widely expected to unveil the iPhone 17 series during the week of 8 September, in line with its usual autumn launch schedule. The announcement will likely shed more light on the new features, design changes, and final pricing for the full lineup.
