Apple has done something unusual with its iPhone pricing this year. Instead of making older models cheaper when the new generation arrived, it has sharply .
‘s September 9 “Surprise and Shine” event was meant to introduce three , the Pro Max and the company’s first foldable device, the Duo. What people actually noticed was what happened to the phones already sitting on Apple’s shelves.
The , iPhone 16, iPhone 17e and iPhone Air . In any previous year, these models would have quietly dropped in price the moment a new series arrived. This year they moved in the opposite direction.
So why did the iPhone 17 price increase instead of falling?
The answer lies in a phenomenon increasingly being described as “chipflation”, the sharp rise in the cost of memory and storage chips as the artificial intelligence boom competes with consumer electronics for a limited supply of components.
“Chipflation” is essentially inflation caused by rising semiconductor prices.
In this case, the pressure is particularly acute in memory chips such as DRAM and NAND storage, which are used in smartphones, laptops and other consumer electronics. AI companies and cloud providers are consuming huge amounts of memory for data centres, creating intense competition for the same underlying supply that smartphone makers rely on.
The result is a squeeze on manufacturers: AI infrastructure is absorbing more memory capacity, supply is tight and the price of components used in everyday electronics is rising.
TrendForce estimated in August that the bill of materials for a 256 GB iPhone 18 Pro could rise by around 38% year-on-year, largely because of memory costs. It also estimated that memory’s share of the phone’s total bill of materials had risen from around 10% a year earlier to about 34% in the third quarter of 2026.
That gives a sense of why the cost pressure is so unusual: memory, which was previously a relatively smaller component of a smartphone’s manufacturing cost, has become a much bigger one.
The irony is that the same AI boom that is driving demand for more powerful technology is also making some everyday technology more expensive.
Cloud companies and AI developers are building huge data centres packed with processors and high-bandwidth memory. Memory manufacturers have strong incentives to allocate capacity towards these higher-value products, leaving consumer electronics companies competing for a tighter pool of conventional memory.
Industry reports say DRAM prices have surged sharply over the past year as AI data-centre demand has accelerated. The supply response is also slow because new memory manufacturing capacity takes years to build.
That is what chipflation means for a consumer: the cost of a component buried inside a phone rises, and eventually some of that increase shows up in the price of the phone.
The iPhone 17 price increase did not come entirely out of the blue.
Apple had already signalled that rising component costs were becoming difficult to absorb. In a June interview with the Wall Street Journal, then-CEO Tim Cook said price increases had become unavoidable because of soaring memory and storage costs driven by demand from AI data centres.
Just days later, Apple raised prices across several Mac and iPad models.
The June price increases were therefore an early warning that the memory-cost problem was no longer something Apple could completely absorb through its margins. Apple raised prices on products including the MacBook Neo, MacBook Air, MacBook Pro and iPad models, with the company citing the surge in memory and storage costs.
The iPhone price hike was widely expected to follow, particularly once Apple reached its annual hardware refresh and had a natural opportunity to reset prices.
The latest changes go well beyond the iPhone 17.
The iPhone 17 price in India has jumped from Rs 82,900 to Rs 99,900, an increase of Rs 17,000, or about 20.5%.
The iPhone 17e is now Rs 79,900, up Rs 15,000, while the iPhone 16 has become Rs 89,900, up Rs 20,000. The iPhone Air, meanwhile, has risen from Rs 1,19,900 to Rs 1,49,900, which is a Rs 30,000 increase. Apple’s India store now reflects these revised prices.
The iPhone 18 Pro starts at Rs 1,64,900 in India, while the starts at Rs 1,79,900. The foldable iPhone Duo starts at Rs 2,99,900.
Apple’s current India store confirms the new starting prices for the iPhone 17, iPhone 17e, iPhone 16 and iPhone Air.
The iPhone Air’s Rs 30,000 increase is the biggest absolute jump among these models, while the iPhone 17’s Rs 17,000 increase is particularly notable because it is Apple’s main standard iPhone offering.
Apple has not launched a standard iPhone 18 yet but it has not skipped the iPhone 18 altogether; it has changed the launch schedule for the lineup.
This year, Apple has introduced the iPhone 18 Pro and iPhone 18 Pro Max, while the standard iPhone 18 is being deferred to a later launch window, with reports pointing to spring 2027.
The strategy effectively splits Apple’s iPhone cycle into two launches: the premium Pro models and the foldable iPhone Duo arrive ahead of the year-end shopping season, while the more mainstream iPhone 18 and lower-priced models can follow later.