Overview

• Apple published starting prices: iPhone 17 at $799 (256GB), iPhone Air at $999 (256GB), iPhone 17 Pro at $1,099 (256GB), and iPhone 17 Pro Max at $1,199 (256GB).
• The base price of the iPhone 17 Pro rose by $100, and the Plus model was replaced by a slimmer, higher‑priced iPhone Air.
• To mitigate tariffs, Apple has shifted U.S.-bound iPhone sourcing toward India and Vietnam, moving away from heavy reliance on China.
• Apple reported approximately $800 million in tariff-related costs in the June quarter and projected about $1.1 billion for the current quarter.
• The company pledged $600 billion in U.S. investments over the next four years, an announcement that included a public appearance by Tim Cook with President Trump.