There is increasing speculation that Apple might raise the prices of its iPhone 17 models this month. CEO Tim Cook recently mentioned "unavoidable" price increases, suggesting that a change is imminent.
Cook explained to The Wall Street Journal that Apple can no longer absorb the rising costs of memory and storage chips. These components are in high demand due to the growing need from artificial intelligence (AI) and cloud computing companies, which are constructing more data centres. This demand has resulted in supply shortages across the semiconductor industry, an issue Cook described as a "hundred-year flood."
Several technology companies, including Samsung, Microsoft, Sony, and Dell, have already increased their prices. Mark Gurman from Bloomberg believes Apple’s price hikes are likely to happen soon, potentially linked to the company’s Back to School sale, which typically starts in June. This promotion offers teachers and students free accessories or gift cards with the purchase of selected devices.
Historically, the Back to School sale has begun 8 to 10 days after Apple’s annual developers’ conference, WWDC, suggesting an announcement might occur this week. Gurman indicates that any price rises will happen sooner rather than later, not waiting for the iPhone 18 models expected in September.
Currently, iPhone prices start at $599 for the iPhone 17e and go up to $1,199 for the iPhone 17 Pro Max. Analysts estimate that the iPhone 18 Pro could begin at $1,399. Consequently, we might also see price increases for iPads and Macs shortly.
