We’re officially in the final countdown to Apple’s September 9 “Awe dropping” event, and naturally, iPhone 17 pricing is the hot topic. Most of the chatter so far has pointed toward Apple nudging prices upward across the board. But a new report suggests we might actually catch a break this year.
JPMorgan’s Latest Forecast
According to a research note highlighted by 9to5Mac, JPMorgan believes Apple will largely hold the line on pricing for the iPhone 17 family. Here’s what the firm expects:
- iPhone 17: $799 (no increase)
- iPhone 17 Air: $899–$949 (new model, some wiggle room)
- iPhone 17 Pro: $1,099 (technically up $100, but starting at 256GB)
- iPhone 17 Pro Max: $1,199 (no increase)
So, aside from the Pro model shifting its entry point to 256GB, the lineup looks surprisingly stable.
Suggested: iPhone 17 Colors: Final Look at Every Shade Expected Ahead of Apple’s ‘Awe dropping’ Event
What This Means for Buyers
The iPhone 17 Pro is the only device seeing a firm price bump, but since last year’s 256GB Pro already cost $1,099, it feels more like Apple cutting the unpopular 128GB tier than an actual increase.
The iPhone 17 Air remains the wildcard. As a thinner replacement for the Plus, Apple could justify a $50 premium. But even at $949, it’s far from the steep hikes analysts had predicted earlier this year.
Bottom Line
If these numbers hold true, Apple may have just pulled off something rare in 2025: launching a brand-new iPhone lineup without slapping on across-the-board price increases. And in today’s market, that’s about as close to “good news” as it gets.
We’ll know more when the iPhone 17 lineup will be announced at Apple’s “Awe dropping” event on September 9.
(Featured image: Jon Prosser Breaks Silence With New iPhone 17 Pro Leak Video)
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