Apple's latest product cycle brings a clear shift in pricing strategy: iPhones are now more expensive, while the newest AirPods arrive with a more accessible starting point.
iPhone lineup sees a $100 increase
At its September keynote, Apple introduced the iPhone 18 Pro and iPhone 18 Pro Max. The Pro model now starts at $1,199 for 256GB, while the Pro Max begins at $1,399. That places both devices $100 above the launch prices of their iPhone 17 counterparts.
The adjustment also extends to earlier models in the lineup. The iPhone 17 now starts at $899, the iPhone 16 is listed at $799, the iPhone 17e begins at $699, and the iPhone Air has moved to $1,099.
Apple Watch holds steady
Not every product changed price. The new Apple Watch Series 12, powered by the S11 chip and on-device Apple Intelligence features, keeps the same $399 starting price as the previous generation. The Apple Watch Ultra 4 also remains at $799.
AirPods become more affordable
Apple's new standard AirPods 5 stand out for a different reason: they are cheaper than expected. The base model is priced at $129 and now includes active noise cancellation, improved transparency, and upgraded audio features. A higher-tier version with a wireless charging case, longer battery life, and on-stem voice control costs $149.
Overall, Apple's latest lineup shows a split direction: premium phones are climbing in price, while audio wearables are becoming more feature-rich at a lower entry cost. This balance could shape how future consumer tech products combine value, performance, and accessibility.
