Apple raises prices on older iPhones as new lineup arrives

Apple has increased the starting prices of several iPhones sold through its online store, reshaping the company’s lineup as it introduces new models for 2026. The change matters because Apple has long used clear price tiers to distinguish its devices, and the latest adjustments make the gaps between older and newer phones more noticeable.

The updated pricing affects buyers shopping directly from Apple, where the company now lists the iPhone 17 at $799, the iPhone Air at $999, the iPhone 17 Pro at $1,099 and the iPhone 17e at $599. Apple’s store also shows the iPhone 16 starting at $699, while the iPhone 16 Pro starts at $999 and the iPhone 16 Pro Max starts at $1,199.

Apple’s pricing changes come alongside its broader 2025 and 2026 iPhone rollout, which introduced the iPhone 17 family and later the iPhone 17e. In its product announcements, Apple said the iPhone 17 starts at $799 and the iPhone 17e at $599, while the iPhone 17 Pro and Pro Max were positioned at higher premium-price levels. The company’s online store now reflects a wider spread across the lineup.

What changed in the lineup

The most notable shift is that some older models are now positioned at higher price points than the company’s earlier generation of standard and plus-size phones. Apple’s current store listings show the iPhone 16 at $699, compared with the iPhone 16’s prior launch price of $799 when it debuted in 2024. The iPhone 16 Plus was previously offered at $899, but Apple’s current store lineup emphasizes the newer models instead.

Apple did not provide a detailed public explanation for the pricing adjustments in the materials reviewed. The company’s announcements focus instead on features, storage options and availability. For shoppers, the practical effect is that the entry point for some older devices has changed even as Apple continues to market its newest phones at familiar starting prices.

The shifts underscore how Apple manages its product stack each fall: new devices arrive, older models remain on sale, and pricing is recalibrated to keep the lineup segmented by capability and cost. For buyers comparing models, the result is a clearer premium ladder — but also a more expensive path for those looking beyond the newest release.