Apple has introduced its latest iPhone models, including the iPhone 18 and its first foldable device, the iPhone Duo, but alongside these launches, the company has taken the unusual step of raising prices for its existing iPhone lineup. Starting immediately, prices for previously released models like the iPhone 16, iPhone 17e, iPhone 17, and iPhone Air have increased by $100 on Apple’s online store. The price adjustments are even more significant in some international markets, such as India, where costs have risen by roughly 20.5%. Apple also discontinued the iPhone 17 Pro and iPhone 17 Pro Max as part of this refresh.

This shift departs from Apple’s typical pricing approach where older iPhone models usually become more affordable when new versions hit the market. The company’s decision to elevate prices comes amid persistent supply chain challenges, particularly a global shortage of memory and storage chips. Demand for these components is intensifying due to the expansion of AI infrastructure and large-scale data centers. Former Apple CEO Tim Cook previously noted that rising costs for these crucial parts may force Apple to reconsider its long-standing strategy of absorbing such costs without affecting retail prices.

Another factor influencing Apple’s pricing adjustment appears to be competitive pressures from rival smartphone makers like Samsung and Google, who have also increased their device prices recently. Apple may be positioning itself to maintain profit margins in an increasingly costly production environment, while relying on its new Upgrade program to soften the financial impact on consumers. This program allows customers to spread out payments over time, making the higher prices more manageable.

Overall, Apple’s latest pricing move signals a shift in its hardware strategy amid rising component expenses and shifting market dynamics. It underscores the growing influence of supply chain constraints on tech pricing and reflects how Apple balances market competitiveness with profitability. Consumers looking for premium Apple smartphones should be prepared for higher entry prices even on non-latest models moving forward.