With the iPhone 17 set to debut on September 9, many consumers worry about rising costs caused by U.S. tariffs. Analysts at JP Morgan, however, believe those fears may be overstated. In a recent note to investors, they explained that Apple is shielded from most tariff impacts thanks to exemptions and careful planning .
Pro Model May See a Price Shift
While the overall iPhone 17 lineup is expected to keep pricing in line with the iPhone 16, the iPhone 17 Pro may break the trend. Apple is rumored to double the base storage from 128GB to 256GB. This change could lift the base price from $999 to $1,099, aligning it with the cost of last year’s higher-capacity model .
iPhone 17 Air Positioned for Growth
The new iPhone 17 Air, replacing the iPhone 16 Plus, is expected to fall in the $899–$949 range. However, JP Morgan suggests Apple may price it closer to $800. Such a move would make the device eligible for China’s government subsidy, which discounts smartphones under CNY 6,000 (around $840). By doing so, Apple could drive stronger sales in one of its key markets .
Stable Pricing Strategy
Despite trade tensions, Apple’s pricing strategy shows little sign of major disruption. The iPhone 17 and iPhone 17 Pro Max are expected to hold steady, maintaining consumer confidence during uncertain times. The Pro model’s storage upgrade may justify a small increase, but overall, Apple appears committed to keeping its flagship products competitive and accessible .
