Apple enthusiasts preparing for their next upgrade may need to brace themselves for a significant price adjustment. According to industry insiders, the tech giant is planning to implement a substantial £100 price increase for its flagship iPhone 17 Pro models when they launch in 2025.
The Premium Price Point
The standard iPhone 17 Pro is expected to retail at approximately £1,099, marking one of the most significant single-generation price jumps in recent Apple history. This strategic move positions Apple's premium offering even further into the luxury smartphone market segment.
Addressing the Scratching Controversy
This price adjustment comes as Apple reportedly tackles the persistent scratching issues that have plagued recent titanium-framed models. Multiple sources within Apple's supply chain indicate the company is developing an enhanced anti-scratch coating specifically for the iPhone 17 Pro's titanium chassis.
Technical Improvements
Industry analyst Jeff Pu from Hong Kong-based investment firm Haitong International Securities revealed that Apple's solution involves a new "anti-reflective, anti-scratch" coating system. This advanced protective layer aims to maintain the premium feel of titanium while significantly improving durability against everyday wear and tear.
Market Positioning Strategy
The timing of this price increase suggests Apple is confident that the combination of technical improvements and its established brand loyalty will justify the higher cost to consumers. The standard iPhone 17 and larger Pro Max variants are also expected to see proportional price adjustments.
Consumer Response Anticipation
While premium smartphone buyers have demonstrated willingness to pay increasing prices for cutting-edge technology, this £1,099 threshold represents a psychological barrier that will test the limits of consumer spending habits in the competitive high-end mobile market.
Apple's decision to simultaneously address quality concerns while increasing prices demonstrates the company's strategic approach to maintaining its position as the premium smartphone manufacturer of choice for discerning users worldwide.
