Apple iPhone 17 Series Launched: iPhone 17 Air Thinnest ever with new design; prices surge amid currency depreciation”

The Indian Rupee depreciation against the U.S. Dollar is to blame for the spike in iPhone 17 series local pricing which now begins at ₹82,900 for the 256 GB base despite local assembly of iPhones in India. During the iPhone 16 series launch in 2024, the Indian currency hovered around ₹84 per Dollar which has now gone up to ₹88.

Apple on September 9 launched the iPhone 17 series featuring iPhone 17, iPhone 17 Air, iPhone 17 Pro and iPhone 17 Pro Max. The iPhone 17 Air replaces iPhone’s Plus model with a light and thin frame. iPhone 17 runs A19 processor while iPhone 17 Air, Pro and Pro Max use A19 Pro chipset.

The iPhone 17 Air begins at ₹1,19,900 while the iPhone 17 Pro costs ₹1,34,900 and iPhone 17 Pro Max stands at ₹1,49,900. All models begin at 256 GB. Last year, iPhone 16 Pro was launched ₹1,19,900 for the 128 GB variant, whereas the iPhone 16 Pro Max had a ₹1,44,900 price tag.

“The rising cost of components and supply chains also contributes to the higher price,” said Tarun Pathak, Research Director at Counterpoint Research. He added that 60 to 65% Indians buy iPhones on EMI and therefore, it won’t be any bigger impact here.

(For top technology news of the day, subscribe to our tech newsletter Today’s Cache)

“If we look at global pricing, Apple has still managed to keep costs in the same vicinity which reflects of them being cognizant of global economic sentiments and the ever increasing uncertainty in international trade and commerce which does impact every country,” said Faisal Kawoosa, Chief Analyst at Techarc.

“Over 2024, there has been 5% depreciation in Rupee against the Dollar which impacts the input cost as the components contribute to over 85-90% of a smartphone cost. Looking at such fluctuation, I think Apple has done reasonably well by increasing it by just 3% over last year’s launch price,” added Faisal.

For the first time, Apple is trying to experiment with the slim form factor phone with iPhone 17 Air which is 5.6mm thin and 165 grams in weight. However, it sports a single 48 MP rear camera and supports eSIM only.

“iPhone 17 Air adds the novelty angle. OEMs on Android like Samsung and Tecno have already taken that excitement of slim phones for the consumers. But, nevertheless, among iPhone users who were sort of bored of iPhone form factor, do get a reason to upgrade to a slimmer phone,” says Faisal.

He said across categories there are upgrades in performance and efficiency. However, more on expected trajectory. “We don’t see anything innovative or path breaking for which Apple is known for.”

For the existing users, looking for novelty in form factor, they can go for iPhone 17 Air for which Apple has put a premium price tag and for the Pro users they can continue to upgrade to Pro and Pro Max with upgrades in camera and battery life. Apple had improved the selfie camera to 18 MP, up from 12 MP, and in Pro series, all the rear lenses now stand at 48 MP.

One of the important takeaways of the keynote was several speakers were presenting from Apple Stores reinforcing Apple’s call for experiential connect, added Faisal.

Tarun said that Apple’s momentum will continue in India. According to Counterpoint, Apple had 7% share in volume and 23% share by value. “We expect Apple to grow double digit for next couple of years in India.”