Apple Adjusts Pricing for Last-Generation iPhones
Following Apple’s recent “Surprise and Shine” event, which introduced the new iPhone Duo and iPhone 18 Pro, the company has implemented a price increase across its previous generation of smartphones. The cost of all last-gen iPhone models still available for purchase has been raised by $100.
Specifically, devices such as the iPhone 16, iPhone 17, iPhone Air, and iPhone 17E are now subject to the higher pricing. For instance, the iPhone 16, previously priced at $699 just last week, is now listed at $799. This adjustment occurred concurrently with the announcement of the flagship iPhone 18 Pro and Pro Max, alongside the iPhone Duo.
Market Impact and Apple’s Strategy
The price hike on older models, as reported by MacRumors, also coincided with the discontinuation of the iPhone 17 Pro and iPhone 17 Pro Max variants. This strategic move by Apple indicates that consumers cannot bypass the increased cost by opting for older devices, as they too have seen their prices elevated. The newly launched iPhone 18 Pro and Pro Max also start at higher price points—$1,199 and $1,299 respectively—representing a $100 increase over their predecessors.
This pricing adjustment on older iPhone models, coinciding with the discontinuation of the 17 Pro/Max and increased entry points for the 18 Pro series, appears to be a calculated move to reinforce the perceived value and margin on current-gen offerings. The $100 hike on devices like the iPhone 16 effectively narrows the price gap, potentially steering consumers towards the new lineup or maintaining ASPs in a competitive market. It will be interesting to observe the impact on upgrade cycles and market share, especially in regions sensitive to device cost.