The Apple iPhone 17 series, likely to include the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new iPhone 17 Air model, could launch in less than two months. Apple is expected to release the lineup in India by mid to late September, ahead of the festive season. According to Jefferies analyst Edison Lee (via @DeItaone), the iPhone 17 Pro series could see a price hike due to rising component costs and US-China tariffs. The iPhone 17 Air, expected to replace the iPhone 16 Plus, might also launch at a higher price point in the US.
Why prices might go up
Jefferies notes that US telecom operators saw a 22 per cent YoY growth in equipment sales in Q2 2025. However, production costs have gone up, and Apple may pass these on to consumers. As per estimates, the iPhone 17 Pro and Pro Max could be priced at USD 1,049 (approx. Rs 91,000) and USD 1,249 (approx. Rs 1,09,000), respectively.
The base iPhone 17 is expected to remain at USD 799 (approx. Rs 70,000), while the iPhone 17 Air could start at USD 949 (approx. Rs 83,000). For context, the iPhone 16 Plus launched at USD 899 in the US.
What this means for Indian buyers
In India, Apple typically prices its Pro models higher than direct USD conversions. That said, the iPhone 16 Pro series (starting at Rs 1,19,900) launched at a lower price compared to its predecessor, the iPhone 15 Pro (starting at Rs 1,34,900). Apple might stick with these reduced prices instead of pushing them further up.
If the base iPhone 17 continues to retail at Rs 79,999 like the iPhone 16, Apple could maintain strong sales, especially through bank discounts and EMI schemes. Counterpoint Research reports that the iPhone 16 was the top-shipped smartphone in India in Q2 2025.
What to expect from the iPhone 17 series
The iPhone 17 Pro lineup is rumoured to include a redesigned camera module, Apple’s new A19 Pro chipset with CPU, GPU, and NPU upgrades, and a new 48MP telephoto camera. The iPhone 17 Air could rival Samsung’s Galaxy S25 Edge, featuring a 5.5mm slim profile, 6.6-inch 120Hz ProMotion display, and a single 48MP rear camera.
The base iPhone 17 is also expected to get a 120Hz refresh rate display finally. All models will run iOS 26 out of the box, which includes a new Liquid Glass design. We recently did a deep dive into iOS 26 public beta, and you can read all about Liquid Glass and other redesigned elements here.
The iPhone 17 series is shaping up to reinforce Apple’s premium positioning in India. While the Pro and Pro Max models could see higher prices due to component costs and tariffs, the base iPhone 17 is expected to remain competitively priced, likely around Rs 79,999. This balance allows Apple to maintain aspirational appeal for premium buyers while keeping the entry-level segment accessible.
For buyers, the choice depends on priorities: the base iPhone 17 will suit users looking for a modern iOS experience, 120Hz display, and solid overall performance without splurging, while the Pro models will appeal to enthusiasts seeking top-tier cameras, the A19 Pro chipset, and new telephoto capabilities. The iPhone 17 Air, positioned between the base and Pro, could offer a sweet spot for those who want more than the base but don’t want to invest in the full Pro pricing.
From a brand strategy perspective, Apple continues to leverage pricing to uphold its premium image, strengthen ecosystem loyalty, and compete with high-end Android rivals like Samsung’s Galaxy S25 Edge series. Market trends suggest that Indian buyers are increasingly looking at mid-to-premium smartphones, with local manufacturing helping Apple absorb some costs and stay competitive despite potential tariffs.
