Apple raises prices across entire iPhone lineup by $100 or more
Key points
- Apple increased prices on every iPhone model it sells, announced September 9, 2026 alongside the iPhone 18 Pro series and iPhone Duo foldable
- New iPhone 18 Pro starts at $1,199 for 256GB (up $100 from iPhone 17 Pro), while iPhone 18 Pro Max starts at $1,299 for 256GB (up $100)
- A new iPhone Ultra model debuts at $1,999 for 256GB, and both Pro models now offer a 2TB storage tier for the first time
- Older models including iPhone 17, iPhone 17e, and iPhone Air all increased by $100 at their starting capacities
- Even the iPhone 16 base model, now two generations old, rose from $699 to $799 for 128GB, while the iPhone 16 Plus was discontinued
- Higher storage tiers saw larger increases: the 1TB iPhone Air jumped $300 (from $1,399 to $1,699), and the iPhone 18 Pro Max 2TB costs $2,499 versus $1,999 for the previous-generation 2TB tier
Apple announced the price increases on September 9 at its Surprise and Shine event, the same day it introduced the iPhone 18 Pro lineup and iPhone Duo foldable. The company had already raised Mac and iPad prices in June but left iPhones unchanged at that time.
The increases affect the entire range. The new flagship models start $100 higher than the models they replace, and Apple introduced a new iPhone Ultra at $1,999 and added 2TB storage options to the Pro line. Older models still on sale—including the iPhone 17, iPhone 17e, iPhone Air, and even the two-year-old iPhone 16—all rose by at least $100. The iPhone 16 Plus was removed from the lineup entirely.
Some higher-capacity models saw steeper jumps. The 1TB iPhone Air increased by $300, and the top-end iPhone 18 Pro Max with 2TB storage costs $500 more than the previous generation’s 2TB model.
Sources
15 articles from 13 publications
In this story