Apple raises iPhone prices despite getting Trump tariff break relief

Apple’s big annual event on Tuesday delivered a polished and tightly produced showcase. The company’s CEO Tim Cook led the presentation with sweeping visuals, confident pacing and a clear message: Apple is still betting big on premium innovation. But the real headline wasn’t so much the tech; it was the prices.

Earlier this year, President Donald Trump granted Apple a tariff break. Still, the company raised prices across its iPhone lineup. The new ultra-thin iPhone 17 Air, which Apple positioned as a reinvention of last year’s iPhone 16 Plus, jumps to $999. The iPhone 17 Pro begins at $1,099, while the Pro Max tops out at $1,199. The entry-level iPhone 17 starts at $799.

Apple positioned the price hikes as a reflection of breakthrough innovation. The company spotlighted the iPhone Air’s sleek redesign, the powerful A19 chip and major camera upgrades. Yet the takeaway was clear: tariff relief didn’t lead to consumer savings. Instead, Apple leaned into its premium identity, signaling that cutting-edge tech now comes with a steeper price tag.

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iPhone 17 Air: the thinnest iPhone ever

Apple unveiled the iPhone 17 Air, its slimmest model yet at 5.6mm and 165 grams, built with recycled aluminum, glass and titanium. (Apple)

Apple calls the iPhone 17 Air a game-changer. At just 5.6mm thin and weighing around 165 grams, it stands as the slimmest iPhone the company has ever made. The design uses recycled aluminum, glass and titanium to reduce weight while staying durable. Engineers reinforced the frame and applied new drop-test algorithms to make sure it holds up in daily use.

The Air debuts silicon anode battery technology, which allows Apple to shrink the device without cutting power. During the presentation, Apple promised “all-day battery life,” but never gave an exact hour count. That vague description raised questions. Moments later, Apple introduced a new low-profile MagSafe battery accessory. When paired with the iPhone 17 Air, Apple says the combo delivers…