GoKawiilApple has raised iPhone prices in Japan by up to 11% today. The changes affect the iPhone 17 lineup, iPhone Air, and iPhone 16e. Here are the exact increases and the likely explanation.
Here are all the models affected by today’s price increase, spotted by iPhoneros:
Model Storage Old Price New Price Increase % Increase iPhone 17 Pro Max 256GB ¥194,800 ¥214,800 ¥20,000 10% iPhone 17 Pro 256GB ¥179,800 ¥194,800 ¥15,000 8% iPhone Air 256GB ¥159,800 ¥177,800 ¥18,000 11% iPhone 17e 256GB ¥99,800 ¥107,800 ¥8,000 8% iPhone 17 256GB ¥129,800 ¥142,800 ¥13,000 10% iPhone 16 128GB ¥114,800 ¥124,800 ¥10,000 9%
Apple has not given a reason for why it increased iPhone prices in Japan, but it’s likely due to currency fluctuations. Japan’s yen is currently historically weak, having recently reached its lowest level in 40 years. That decline reduces the dollar value of Apple’s sales in Japan, likely prompting the company to raise iPhone prices to better align them with other markets.
Apple is battling rising component costs, which led it to raise prices on many of its products last month, including Macs and iPads. The iPhone, however, was spared from that round of price increases.
If the Japan price increases are solely due to currency fluctuations, then it’s unlikely other countries will see similar increases. Apple will hold its fiscal Q3 earnings call on July 30, during which it will offer additional color on the state of product pricing.
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