The iPhone 16, 17, 17e, and Air have each increased in price by $100 in the U.S., while Apple has discontinued the iPhone 17 Pro and iPhone 17 Pro Max.
Apple has raised the prices of older iPhone models still on sale—namely the iPhone 16, iPhone 17, iPhone 17e, and iPhone Air—by $100 each in the U.S. market following the Surprise and Shine product launch event on 9 September 2026, which introduced the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Duo.
Meanwhile, in Thailand, the official Apple website has also raised the price of the iPhone 17 from 29,900 baht to 34,900 baht.
Regarding the new U.S. prices, the iPhone 16, which was selling for $699 last week, has increased to $799, while the iPhone 17e with 256GB capacity rose from its launch price of $599 to $699.
The iPhone 17 with 256GB capacity now starts at $899, up from $799, and the iPhone Air has risen from $999 to $1,099, marking the first time the iPhone Air has surpassed the $1,000 mark.
In Thailand, the iPhone 17 with 256GB capacity has increased to 34,900 baht, and the 512GB model rose from 37,900 baht to 42,900 baht—an increase of 5,000 baht per model, approximately 16.7%, which is higher than the roughly 12.5% price increase in the U.S.
The iPhone Air now starts at 43,900 baht in Thailand, while the iPhone 17e starts at 26,900 baht, and the iPhone 16 starts at 30,900 baht.
This price adjustment contrasts with Apple's previous practice of lowering older model prices after launching new versions, meaning those waiting to buy the iPhone 17 at a reduced price after the event now must pay more.
This price hike coincides with a major lineup change, as Apple has discontinued the iPhone 17 Pro and iPhone 17 Pro Max to make way for the newer iPhone 18 Pro and iPhone 18 Pro Max models.
The standard iPhone 18 was not launched at this event, so currently there is no new iPhone model in the more affordable segment; reports indicate thatApple will separate the launch rounds, with the standard iPhone 18, iPhone 18e, and iPhone Air 2 expected to debut early next year.
Several international news outlets report that this price increase aligns with rising costs for memory chips and storage, driven by rapid growth in AI data center demand. Analysts had mostly anticipated higher prices for the Pro models, making the increase for older models unexpected.