A next generation iPhone 17 is held during an Apple special event at Apple headquarters on September 9, 2025 in Cupertino, California.
Apple increased the starting price of one of its iPhone models and replaced another with a pricer device on Tuesday, as analysts and investors widely expected.
Apple's iPhone 17 Pro now starts at $1,099. That's $100 more than last year's iPhone 16 Pro.
Apple also replaced last year's $899 iPhone 16 Plus in its lineup with a new thin-and-light device called the iPhone 17 Air, which starts at $999, or $100 more.
Apple and its CEO Tim Cook have largely managed the Trump administration's tariffs, and the company has successfully reoriented much of its supply chain to import iPhones to the U.S. from India, instead of China, where tariffs are higher.
Still, investors and analysts widely believed that Apple would raise iPhone prices as the company expects to spend over $1 billion this quarter on tariff costs.