Apple is planning an increase in the prices of its upcoming fall iPhone series, aiming to align this move with the introduction of new features and design modifications, as reported by the Wall Street Journal on Monday, referencing sources familiar with the situation.
Shares of the company experienced a 7% rise in premarket trading. The company is keen to prevent any perception that the price hikes are a result of U.S. tariffs on imports from China, where the majority of Apple products are manufactured, according to the report.
Apple is set to announce its forthcoming iPhone 17 series, anticipated for release in September. As excitement builds among fans and technology aficionados, numerous leaks and speculations have begun to disclose significant information regarding these next-generation devices.
The iPhone 17 lineup is projected to feature substantial enhancements across various aspects, including design modifications, upgraded displays, superior performance, and significant improvements to the camera system, positioning it as one of the most eagerly awaited iPhone launches in recent history.
Following the introduction of 48MP main and ultra-wide cameras in the iPhone 14 Pro and their subsequent inclusion in standard models, Apple appears to be gearing up for a major overhaul of the one lens that has remained consistent—the telephoto sensor. Reports indicate that the forthcoming iPhone 17 Pro and Pro Max may incorporate a new 48MP telephoto lens, representing a considerable advancement from the 12MP variant present in the iPhone 16 Pro models.
In addition to enhancements in the rear camera, Apple is also rumored to be upgrading the front camera across the iPhone 17 series. All three models—the iPhone 17, 17 Pro, and 17 Pro Max—are expected to launch with a new 24MP front-facing camera, replacing the existing 12MP TrueDepth system. This upgrade would significantly enhance the quality of selfies and video calls for users.
Furthermore, Apple is anticipated to revamp its lineup this year by eliminating the Plus variant and introducing a new, lightweight model—speculated to be named the iPhone 17 Air. This addition could potentially become the thinnest iPhone ever released. Another significant alteration may involve the implementation of a 120Hz refresh rate on the standard iPhone 17 models, a noteworthy upgrade from the current 60Hz displays.