TECH NEWS – Note that this applies to U.S. pricing; the picture could be different across the EU (and worse in weaker-currency markets).

With the iPhone 17 lineup set to be announced next week, hype is building—and not because of flashy new features. Earlier reports suggested the new models would cost more than the iPhone 16 family due to higher manufacturing costs and import tariffs introduced by the Trump administration. However, JPMorgan analysts now say any price increase will be negligible or nonexistent.

If accurate, the iPhone 17 lineup should sell well given the range’s new features and a brand-new ultra-thin iPhone. These latest forecasts differ markedly from previous chatter: the base iPhone 17 is expected to remain $800, while the iPhone 17 Air is pegged at $900–$950—either matching the iPhone 16 Plus or coming in $50 higher.

For the iPhone 17 Pro models, analysts expect the smaller Pro to see a $100 increase, but with base storage doubled to 256 GB (up from 128 GB). The larger iPhone 17 Pro Max will reportedly stay at $1,200—surprising, given it’s one of the most popular models.

JPMorgan believes Apple will likely absorb part of the cost pressures, easing the burden on consumers, especially in light of tariffs. Net-net, only the iPhone 17 Pro is expected to rise by $100; with doubled storage, it arguably delivers more value—similar to last year’s iPhone 16 Pro Max pricing move.

Even if one or two models avoid a hike, that could still lift the lineup’s overall perception—likely part of Apple’s calculus. The company’s “Awe Dropping” event is slated for September 9, where the phones will be officially unveiled.

Source: WCCFTech, 9to5Mac