It probably won't come as a surprise to many Apple fans to learn that Apple announced two new Pro iPhones at its "Awe Dropping" event today. Like previous iPhone series, the iPhone 17 Pro and 17 Pro Max offer the best specs and the most features you can get in an Apple phone right now, including the new pro camera system. But there's something new about this year's Pro series that isn't a perk. In fact, for many, it's going to be a bit of a bummer: It'll likely cost you more to buy a Pro iPhone this year.
Here's the full pricing breakdown for the Pros, determined by storage size:
iPhone 17 Pro (512GB): $1,299
iPhone 17 Pro Max (256GB): $1,199
iPhone 17 Pro Max (1TB): $1,599
Let's put aside the fact that Apple will sell you an iPhone for $2,000, if you want one. $1,100 itself is a lot for a smartphone, especially when there are so many options on the market that are far less expensive. Apple knows this, of course. During the event, the company made a point to highlight the entire current iPhone lineup, which now starts with the iPhone 16e at $599. If all you want is an iPhone that does the things you expect an iPhone to do—take photos, send iMessages, place FaceTime calls—you might consider looking there. If you want the Pro perks, though, it's going to cost you at least nearly double that, and more than you might have expected last year.
Raising prices by taking away choice
That's really the issue at hand: Apple is bumping up the base storage of its iPhones this year, without adjusting the prices. It's not a decision without reason: 128GB doesn't last long, especially on a Pro iPhone with three 48MP cameras. But now, that $999 option is gone. It might not cost any more to get a 256GB Pro iPhone this year than it cost last year, but it does cost more to pick up a Pro iPhone overall. $100 more, to be exact.
If you're someone who always buys additional iPhone storage, these prices won't phase you. But for the customers who stick with the base models of Apple's Pro phones, the iPhone 17 Pro is going to be more expensive than ever.
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