Apple has announced its latest iPhone lineup, revealing price hikes for its premium Pro and Pro Max models in Australia. The tech giant also introduced the much-anticipated iPhone Air, a thinner smartphone model designed to replace the underperforming Plus series. The announcement was made on Wednesday, marking a significant shift in Apple’s pricing strategy in the Australian market.
The iPhone 17 Pro will now start at AUD 1,999, reflecting an increase of AUD 200, or 11%, from last year’s iPhone 16 Pro. Meanwhile, the iPhone 17 Pro Max will see a price increase of AUD 50, bringing its starting price to AUD 2,199. These changes contrast with the pricing strategy in the United States, where the Pro Max model remains stable, and the Pro model’s price increased by approximately USD 100.
Localized Pricing Strategies and Economic Influences
Alvin Lee, an analyst at Australian technology firm Telsyte, explained that the pricing adjustments are likely due to “localized strategies, often influenced by economic conditions, currency exchange movements, and broader regional cost factors.” This approach highlights Apple’s need to adapt to varying market conditions across different regions.
In the United States, Apple’s decision to maintain stable prices comes despite recent profit challenges attributed to tariffs imposed by the Trump administration on products manufactured abroad. Leo Gebbie, an industry analyst with CCS Insight, noted that the stable U.S. pricing was “surprising and welcome news” for American consumers, who had anticipated increases following a year of tariff-related disruptions and inflation.
iPhone Air: A New Contender in Apple’s Lineup
After months of speculation and leaks, Apple has unveiled the iPhone Air, designed to replace the less successful Plus models. The iPhone Air is remarkably thin at 5.6mm, featuring a 6.5-inch 120Hz display that is larger than the iPhone Pro but slightly smaller than the Pro Max. Despite having one fewer GPU core than the Pro models, the iPhone Air boasts new Apple-designed wireless and cellular chips, making it “the most power-efficient iPhone ever made,” according to Apple.
The iPhone Air will start at AUD 1,799 and promises up to 27 hours of video playback. This is less than the 30 hours claimed for the iPhone 17 and 37 hours for the iPhone 17 Pro. Lee from Telsyte commented that while the iPhone Air may attract interest, Australian consumers are likely to prioritize the superior battery performance and camera features of the other iPhone 17 models.
“Battery life is the most important factor among Australians — and iPhone users — when choosing a smartphone,” Lee emphasized.
Market Implications and Future Prospects
The introduction of the iPhone Air underscores Apple’s commitment to innovation in design, potentially paving the way for future form factors such as a foldable iPhone, which has been rumored for 2026. Ben Wood, another analyst at CCS Insight, remarked that the iPhone Air is “differentiated enough that people will consider visiting a store to see it in person,” creating opportunities for retailers to encourage upgrades through trade-in offers.
Further down the price scale, the iPhone 17 will maintain the same starting price as last year’s model at AUD 1,399, following a price reduction in the previous year. The iPhone 17 will also feature a 120Hz display for the first time, enhancing its appeal to consumers.
Apple Watch Updates and Health Features
In addition to the iPhone announcements, Apple revealed updates to its Apple Watch lineup, including the SE 3, Series 11, and Ultra 3 models. A new health feature designed to detect potential signs of hypertension will be available on some models, though it will not be accessible in Australia at launch. Dr. Sumbul Ahmad Desai, Apple’s vice president of health, stated that the company anticipates regulatory clearance in the U.S. and other regions soon, with the feature expected to roll out to 150 countries, including the U.S. and Europe.
Apple has not confirmed whether it has submitted the hypertension feature for approval by Australia’s Therapeutic Goods Administration (TGA). If approved, the feature will be supported by Apple Watch Series 9 and later, as well as the Apple Watch Ultra 2.
All new iPhone models will be available in Australia starting September 19, offering consumers a range of options with varying features and price points.
