Apple raised prices for existing iPhones in Japan while announcing its new Pro lineup and its first foldable device, the “iPhone Duo,” around the same time. The changes reflected in the Japan online store on 10 September point to a two-stage product release strategy.
The price adjustments in Japan affected 4 current-generation models and 8 configurations, with increases ranging from ¥12,000 to ¥47,000. The largest increase was for the 1TB iPhone Air, which rose from ¥247,800 to ¥294,800. This widened the price gap between the Air 512GB and 1TB models.
The new prices were confirmed on Apple’s Japan online store on 10 September. The iPhone 17 rose to ¥159,800 for 256GB and ¥194,800 for 512GB. The iPhone 17e was priced at ¥124,800 for 256GB and ¥159,800 for 512GB. Prices rose for a total of 4 models and 8 configurations.
The price increases are said to form part of a two-stage product release strategy that will delay the launch of the standard models until next spring. The move is described as being timed to coincide with the launch of the iPhone 18 Pro series and the foldable “iPhone Duo.” The standard iPhone release window is expected to shift to the spring.
The new Pro lineup is centered on the iPhone 18 Pro and 18 Pro Max, with initial pricing set for the 256GB and 1TB models. These devices include technical enhancements such as the C2 modem, but the Japan versions will support Sub-6 GHz only.