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21m ago

Apple Readies iPhone 17 Reveal With Prices Largely Unchanged, Pro Tipped to Start at $1,099

A JPMorgan note says Apple may offset cost pressures by raising the Pro's base storage to 256GB instead of lifting most U.S. entry prices.

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iPhone 17 series prices leaked. Image credit: Sonny Dickson
iPhone 17 Pro Max price leaks ahead of the September 9 event.
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Overview

  • Apple’s September 9 “Awe Dropping” event is confirmed and is widely expected to introduce four models: iPhone 17, a new thinner iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max.
  • JPMorgan projects U.S. starting prices of $799 for iPhone 17, $899–$949 for 17 Air, $1,099 for 17 Pro with 256GB base storage, and $1,199 for 17 Pro Max.
  • The Pro’s $100 increase is framed as a storage tier change from 128GB to 256GB, while other models are expected to hold prior entry prices according to the research note.
  • A hands-on video circulating on Weibo purports to show an iPhone 17 Pro Max in production with a full-width rear camera island, though authenticity has not been verified.
  • Late-stage leaks point to brighter Pro displays, improved thermals, and larger batteries that could deliver the longest battery life yet, and Apple’s earlier disclosure of rising tariff costs is cited as background for potential regional price differences.