Tim Cook said last week that iPhone price rises are "unavoidable," and we may now be seeing that warning becoming a reality in some countries. But that isn't the full story because the iPhone 17 has been quietly discounted in several territories, showing there's still room for savings ahead of a potentially more expensive iPhone 18.
Update: Apple has just confirmed sweeping price rises across its entire hardware lineup. Mac, iPad, HomePod, Apple TV and Vision Pro have all gone up. The MacBook Air is now $1,299, up from $1,099. The HomePod mini has jumped from $99 to $129. The Vision Pro starts at $3,699, up from $3,499. Bloomberg’s Mark Gurman broke the full list here. iPhone pricing hasn’t officially moved yet, but as the retail data below shows, the signals were already there.
CUPERTINO, CALIFORNIA - SEPTEMBER 09: Apple iPhone 17 prices are going up in Japan (Photo by Justin Sullivan/Getty Images)
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Yodobashi Camera, one of Japan's largest electronics retailers, is currently selling the iPhone 17 256GB SIM-free for ¥142,780. In November 2025, the same device at the same retailer cost ¥129,800 (via the Wayback Machine). That's a ¥12,980 (10%) increase on a phone that's been on sale for less than a year.
This isn't a carrier adjustment or a financing quirk. Yodobashi sells SIM-free, unlocked iPhones at retail price. The price of the device itself has gone up.
SoftBank, one of Japan’s major carriers, is now listing the iPhone 17 at ¥164,160, up from its official launch price of ¥159,840 . That is a ¥4,320 increase, which was first spotted by @chehonz201 on X and picked up by Lanzuk.
ForbesApple’s iPhone Fold Could Be Worth Half Price In 12 MonthsApple's official Japan website hasn't updated its prices yet. The yen has also weakened significantly against the dollar since the iPhone 17 launched, which may account for some of this. Apple hasn't commented either way. But two independent retail channels have moved in the same direction, and the timing is worth noting
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Bloomberg's Mark Gurman forewarned these price increases were coming. "Regarding Apple price hikes, have to imagine these are fairly imminent," he posted on X on June 18th. "No other reason to flag them now. Either way this is happening soon. Not a fall thing."
Gurman’s warning covered Apple’s entire product lineup and today he's been proven right, with Mac and iPad prices already confirmed to have moved. iPhone pricing hasn't officially changed yet. But the retail data from Japan suggests the pressure is already feeding through to the market whether Apple has officially sanctioned it or not.
This is where it gets interesting because while Japan's prices are rising, retailers elsewhere are slashing iPhone 17 prices.
MediaMarkt Spain has the iPhone 17 256GB at €899, down from €959, which is a 6% price cut. JB Hi-Fi in Australia has the same device at AUD$1,308, down from its AUD$1,399 launch price—a 6.5% drop. MediaMarkt Germany is also slightly below its October 2025 price of €949, currently at €929.99.
These aren’t Apple discounts beacuse Apple almost never cuts its own prices. This is retailers clearing iPhone 17 stock before the iPhone 18 arrives in September. Unfortunately for U.S. shoppers they’re unlikely to see these types of discounts, with price rises far more likely (but not brutal). Buying a non-refurbished, fully unlocked, iPhone 17 at a third party retailer is hard to do in the U.S. You have to buy directly from Apple for that sweet 6% price cut, or pick up an iPhone 17 on your European vacation this summer.
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