Against the backdrop of the new product announcements, existing models underwent price revisions while some models disappeared from the Apple Store. This article reviews the new models and changes in availability.
Following the launch of next-generation models including the iPhone 18 Pro/Pro Max and iPhone Duo announced on 10 September, prices for existing iPhone models rose by as much as ¥47,000. Meanwhile, some models disappeared from the Apple Store, changing the composition of the lineup.
The increases varied by model: ¥15,000 for the iPhone 16; ¥17,000 each for the iPhone 17e and iPhone 17; ¥12,000 for the 256GB and 512GB versions of the iPhone Air; and ¥47,000 for the 1TB version. A comparison of direct-sale prices at points in time after the announcement shows that the impact was visible not only in Japan but also in US pricing trends.
The iPhone 17 Pro and iPhone 17 Pro Max disappeared from the Apple Store, while the iPhone 18 Pro/18 Pro Max, iPhone Duo, iPhone Air and iPhone 16 remained in the current lineup. Sales of the large-screen iPhone 16 Plus have ended.
The latest changes can be viewed as part of a strategy that prioritizes the renewal of higher-value models, against a backdrop in which no new standard model was announced. Going forward, attention is likely to focus on inventory levels for each model and how the price gap between new and older models develops.