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Whenever a new iPhone release is on the horizon, a mix of excitement and scepticism usually takes over. The iPhone 17 is no different and will be be released in the autumn with the slimmer iPhone 17 Air and rumoured to have a sleeker design, a few smart features and once again a higher price tag. The iPhone 17 Air is expected to feature the most significant design update yet. There has also be speculation that the device might measure only 5.5mm in thickness, making it the slimmest iPhone Apple has ever made, but let's hope that if this is the case, it's not another disaster like the flimsy iPhone 16 Plus.
However, this year, the conversation around price isn’t just about Apple’s usual premium, it’s about global politics, supply chain shifts and whether software updates are enough to justify a hefty price hike. So is the iPhone 17 really worth what Apple is charging or are consumers paying for something beyond the phone itself? Let’s break it down.
While Apple announced the iPhone 17 with the usual fanfare, and usually known for its premium products, the price tag isn’t purely a reflection of technological advancements, it’s also a result of trade wars and tariffs. Since the trade tensions between the U.S. and China escalated under President Donald Trump, there’s been a 20% tariff on most goods imported from China including smartphones. Although the U.S. and China reached a trade deal, the tariffs remain in place. Apple, like many tech giants, still assembles a large portion of its devices in China which means these tariffs directly affect manufacturing costs as well as the cost of purchasing these latest devices. While Apple doesn’t disclose exact pricing formulas, in the latest 2025 Apple earnings call, Cook said that Apple will likely absorb the $900 million in additional costs relating to tariffs.
Sure, Apple has made moves to diversify its manufacturing by shifting some production to India. However, the transition won’t have an immediate impact on U.S. pricing and the iPhone 17 still bears the brunt of the tariff cost. On the surface, this seems like a great fix to avoid tariffs and stabilise costs but lets hope it’s a great long-term one. However, there could be a catch amongst this all. While iPhones assembled in India aren’t subject to U.S. tariffs, the company still prices the iPhone 17 as if they are. Why? Two reasons:
The shift to India is gradual. Not all models are made there yet.
Even where tariffs don’t apply, Apple appears to be baking in the cost anyway in an attempt to preserve its margins.
So from this we can see that the move to India may help and benefit Apple but unfortunately, it hasn’t helped you… Not yet at least!
Let's dive into the iPhone 17 lineup and what else we can expect from this new device. According to analyst Ming-Chi Kuo, the iPhone 17 Air may come equipped with a single 48MP rear camera housed in a new horizontally aligned pill shaped camera setup which may not be a fan favourite. It has also been rumoured that there could be a larger rectangular camera, which could make the 17 Pro resemble Google’s Pixel phones. Apple Track reported in late April 2025 that the phone could include a slightly off-center USB-C port, an adjustment likely made to fit its slimmer frame and rumours also suggest the device will feature a 6.6-inch OLED display, complete with ProMotion, Face ID, and the Dynamic Island.
When it comes to the rest of the iPhone 17 lineup, there are also rumours indicating that Apple might adopt an aluminium frame for the iPhone 17, 17 Air, and 17 Pro, which would be moving away from the titanium used in the iPhone 16 Pro. While the 16 and 16 Plus already include aluminium, this decision would potentially mark a change for the Pro models, however the 17 Pro Max could of course retain its titanium build.
Although this change may not bother too many customers, we think that this potential switch to aluminium could be seen as a downgrade in materials. A separate report by The Information in September noted that both the 17 Pro and Pro Max might include an aluminium rear section with a glass bottom, a design reportedly necessary to support wireless charging, which is incompatible with a fully metal back. If accurate, this would be a step down from the all-glass rear of the iPhone 16 Pro models that so many iPhone users love.
Apple hasn't been the best on the market when it comes to their battery and because rumours suggest that they are gearing up to slim things down with the iPhone 17 Air, this raises a big question - what happens to the battery? Traditional lithium-ion batteries aren’t exactly bendy, and shrinking them usually means less capacity, but Apple might be switching things up. Whispers point to a new silicon-anode battery possibly being in the works and these can store more energy than the graphite ones used in current lithium-ion batteries, which means we could see a smaller battery that still packs power and possibly even charges faster.
As for the iPhone 17 Pro Max model, speculation suggests this may feature a slightly bigger battery than the iPhone 16 Pro Max, potentially offering even more stamina. Of course, it’s important to remember that these are just rumours and until Apple makes anything official, all of this remains an educated guess.
The good news is that battery life may not just be about size anymore, especially when Apple's new AI-powered battery management system will learn how to use your phone and tween settings behind the scenes to save power. This is all set to roll out with iOS 18 and will be part of Apple Intelligence, aiming to stretch battery life throughout the day. Not only this, but the new A19 chip, reserved for the iPhone 17 Pro models, could also help. We can expect it to offer better performance and efficiency, which could make a real difference to how long your phone lasts on a charge. Meanwhile, the standard iPhone 17 and 17 Air are likely to stick with the A18 chip, the same as the iPhone 16.
WWDC 2025 included a mixed bag of software updates that didn’t exactly ‘wow’ its audience which is similar to the last WWDC event. Last year Apple unveiled its answer to ChatGPT with Apple Intelligence, highlighting a smarter, more personal Siri capable of scanning email and messages which can determine the ideal time to book a restaurant. However, the feature faced delays, leading to its removal from advertisements earlier this year as well as the absence of any concrete update during Monday’s WWDC 2025 announcements. Apple’s Senior VP of Software, Craig Federighi, acknowledged the delay, saying the technology needed additional time to reach the company’s high standards. He reaffirmed that it’s still expected to roll out within the coming year.
So as you can see Apple hasn't had a great track record when it comes to WWDC in recent years and what we want to dive into is what you can actually get for your money with the next iPhone launch. The iPhone 17 launches alongside iOS 26, which brings several updates, but do they justify the price?
Liquid Glass: Sleeker visuals with a more fluid lock screen that adapts to your context. We think this is great but not functionally transformative.
Call Screening & Phone App Redesign: Borrowed from Google Pixel’s best features, Apple’s versions filters spam and offers AI-powered call summaries.
Live Translation in Messages, FaceTime and Calls: A good feature for travellers despite the fact that it depends on data and sometimes misfires in context-heavy conversations!
Visual Intelligence on Screen: The iPhone now ‘sees’ what’s on screen identifying objects, links or actions (like copying tracking numbers or identifying landmarks). Smart but inconsistent.
New Group Messaging and Emoji Reactions: Adds more fun and utility to chats, but again, nothing groundbreaking.
New Games App: Apple’s main hub for gaming has better controller support and Game Center integration but how many customers use this on a daily basis?
Apple has always charged more than competitors and its loyal fan base has accepted that, for good reason. The integration between hardware and software, the longevity of devices and the customer support ecosystem justify a premium. But this year, the gap between price and value feels wider than ever. Even when competing brands offer more of an upgrade, both software and hardware, Apple’s pricing starts to look less like a premium.
If you’re using an iPhone 14 or newer, the iPhone 17 offers very little incentive to upgrade, unless you absolutely must have the latest design or are replacing a damaged phone. On the other hand, if you’ve got an older model like an iPhone 11 or iPhone 12, you’ll definitely feel a difference in performance and display quality but of course the value gap still matters. Which is why we would suggest going for a refurbished iPhone 15 / 16 or waiting for mid-cycle price drops on the iPhone 17 at a later date. This way, you can enjoy the latest software updates as well as take advantage of a newer feel iPhone.
Ultimately, we think that the rumours for the iPhone 17 sound pricey but not groundbreaking enough to justify such a potentially high price tag. Factors like tariffs and political tensions explain some of the cost, but Apple also seems to be leveraging its brand prestige and more than delivering game changing innovation. So, if you’re looking for a mobile phone that offers incredible features, you may want to look elsewhere or wait for a more substantial upgrade next year.
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