Apple has implemented a price increase of up to R$ 500 on several older generation iPhone models in the Brazilian market. For example, the iPhone 17 is now sold for R$ 8,299, representing an increase of R$ 300, while the iPhone Air's value was adjusted to R$ 10,999, an increase of R$ 500.
This adjustment occurred because the company has not yet announced the models that will succeed these devices. On Wednesday, September 9th, only part of the new line was presented, including the new iPhone 18 Pro, iPhone 18 Pro Max, and the unprecedented iPhone Duo, which is the brand's first foldable phone.
The most basic models of the iPhone 18 series, specifically the base iPhone 18 and the 18e, are scheduled to be revealed only in early 2027. However, the iPhone 17 Pro and iPhone 17 Pro Max have already been removed from the official Apple store. Currently, only the Pro versions of the new generation are available for purchase, and they feature a new price range.
As expected, the latest launches came with a higher cost, registering an increase of R$ 500 compared to their predecessors. The iPhone 18 Pro is priced at R$ 11,999, up from the R$ 11,499 that was the price of the iPhone 17 Pro at launch. Similarly, the iPhone 18 Pro Max's price was raised from R$ 12,499 to R$ 12,999.
This cost increase is due to rising manufacturing expenses and memory shortages, driven by high demand for AI processors. In June, Apple had already revised the prices of MacBooks and iPads but kept the iPhones unchanged at that time.
The new devices can already be seen at the Apple Store, with deliveries scheduled for September 18th, after the store was temporarily unavailable before the launch event. Previously, the iPhone Pro Max held the title of Apple's most expensive device; with the introduction of the iPhone Duo, this position is taken by the foldable model, which arrives in Brazil at a price of R$ 21,999.
