Apple lifts iPhone 17 prices in Japan

In mid-July 2026, Apple (AAPL) increased retail prices for its latest iPhone lineup on its Japan online store. The changes affect several models in the iPhone 17 family and represent mid‑ to high‑single‑digit percentage increases, with some models rising by around 10% or more. These adjustments are specific to the Japanese market at this time based on the reports available.

The entry‑level iPhone 17 with 256 gigabytes of storage now lists at ¥142,800, up from ¥129,800. This represents an increase of roughly 10% for the base model. The updated pricing applies to purchases made through Apple’s (AAPL) official online channel in Japan.

The iPhone 17 Pro with 256 GB of storage rose to ¥194,800 from ¥179,800. That change equates to an increase of about 8.3%. The move positions the Pro model at a noticeably higher price point than before, while keeping it in line with Apple’s usual tiering above the standard iPhone 17.

At the upper end of the range, the iPhone 17 Pro Max increased to ¥214,800 from ¥194,800, a rise of about 10.3%. Apple also raised the price of the iPhone Air, which went from ¥159,800 to ¥177,800. This roughly 11.3% increase makes the iPhone Air one of the models with the largest percentage move among those cited.

Reporting on the updated Japan pricing noted that iPhone prices had not been raised in the United States at the time of the change. Other markets that were checked also did not show corresponding iPhone price increases. This highlights Japan as a distinct case in Apple’s current iPhone pricing structure.

The new Japan prices follow earlier adjustments Apple made in June to Macs, iPads and other products globally, though those June changes did not include iPhones. The latest moves therefore extend Apple’s recent cycle of pricing updates, but in this instance they are concentrated on the iPhone range and limited to the Japanese online store in the available reports.