Apple raises prices on older iPhones by $100 in rare industry move

Apple has implemented a $100 price increase across several older iPhone models still sold in its official store. The move comes immediately following the September 2026 launch of the iPhone 18 Pro and the iPhone Duo foldable, marking a significant departure from standard consumer electronics pricing cycles.

Across the affected lineup, the cost of older hardware has risen regardless of its age. The iPhone 17e (256GB) has jumped from its original $599 launch price to $699, while the iPhone 17 (256GB) rose from $799 to $899. Similarly, the iPhone Air increased from its $999 launch price to $1,099, and the iPhone 16 saw its price climb from $699 to $799. In several of these instances, the devices are now more expensive than they were on the day they first hit the market.

A break from tradition

Typically, smartphone pricing follows a predictable downward trajectory; as newer models are released, older hardware is discounted to clear inventory and appeal to budget-conscious buyers. Apple's decision to move in the opposite direction is highly unusual for the industry. This shift follows a broader pattern of price increases across Apple's wider ecosystem earlier this year, which included adjustments to the pricing of Macs, iPads, and the Vision Pro.

Industry implications

This pricing strategy sets a potentially volatile precedent for the broader smartphone market. By demonstrating that demand for existing hardware remains high enough to sustain price increases after launch, Apple may be creating a new benchmark for the industry. Analysts suggest this could provide a justification for Android competitors, such as Samsung and Google, to similarly raise prices on their current flagship models to offset their own rising component costs.

What to watch

While the price changes are now live in the Apple Store, the company has not provided an official explanation for the hikes. Market observers are now watching to see if this becomes a permanent pricing model for Apple's legacy devices or if competitors will follow suit with their own mid-cycle price adjustments. It remains to be seen if consumers will accept higher prices for aging hardware or if this will drive more users toward the third-party refurbished market.