iPhone Air (left), iPhone 17 (centre), iPhone 17 Pro (right)
Apple launched its latest iPhone 17 series with a price tag that is higher than last year’s models, but that shouldn’t slow down the demand for these phones in India. Let us explain. Over the years, Apple has shown that it can raise prices and still keep its fans eager for the next upgrade. This year’s launch is no different, though the story has a new plot twist. Alongside the higher price tags, Apple is doubling down on its retail presence in India, opening new flagship stores and turning the country into a major hub for iPhone production and exports. All of this together makes the iPhone 17 not just another launch, but also a signal of where Apple’s long-term plans are headed in India.
When it comes to prices, there’s no hiding the fact that most iPhones in the new lineup are more expensive than before. The iPhone 17 starts at Rs 82,900, the iPhone 17 Pro begins at Rs 1,34,900, and the iPhone 17 Pro Max now costs Rs 1,49,900. A brand-new model, the iPhone Air (not iPhone “17” Air), which replaces the Plus series, has been introduced at Rs 1,19,900. On paper, these are steep figures compared to the iPhone 16 series. For example, the iPhone 16 Pro and 16 Pro Max with 256GB storage were priced at Rs 1,29,900 and Rs 1,44,900, respectively. Now, the equivalent iPhone 17 Pro and 17 Pro Max models are Rs 5,000 more.
But there’s a catch that works in Apple’s favour. All iPhone 17 models and the Air start with 256GB storage by default. Earlier, only the Pro Max had that privilege, while the standard, Plus and Pro versions began with 128GB. If you compare the base 256GB iPhone 16 with the new 256GB iPhone 17, the difference looks quite different. The iPhone 16 with 256GB was priced at Rs 89,900, while the iPhone 17 with the same storage starts at Rs 82,900, making it Rs 7,000 cheaper. Similarly, the 512GB iPhone 17 is priced at Rs 1,02,900, while its predecessor was Rs 1,09,900. So, while the Pro models have gone up, the standard iPhone 17 is actually a better deal.
Still, higher prices usually bring questions about demand. But if history is anything to go by, iPhones will continue to “sell like hot cakes,” and this year, there’s an extra factor at play: Apple’s physical retail expansion.
Until last year, India had just two Apple Stores, one in Mumbai and another in Delhi. Now, two more stores have opened in Pune and Bengaluru, with plans for two additional stores in the Delhi NCR and Mumbai regions. Tim Cook has been vocal about the company’s retail ambitions, and the timing couldn’t be more crucial. For many Apple buyers in India, owning an iPhone is as much about the brand experience as the device itself. Walking into an Apple Store, with its exclusive customer service and polished design, adds to that top-tier experience and can help push more people towards making a purchase despite the higher prices.
The retail expansion is only part of the story. The iPhone 17 launch also marks a seismic shift in how Apple makes and ships its devices. For the first time, all four models of the iPhone 17 series, including the Pro versions, are being manufactured in India right from the beginning of the product cycle. Last year’s iPhone 16 series was also made in India, but that process was staggered. This time, Apple is starting production in India from day one, not just for local sales but also for exports to markets like the US.
To add a little bit of context, between April and July this year, India exported iPhones worth about $7.5 billion, already close to half of last year’s total exports. According to industry data, “Apple accounted for nearly 70 per cent of India’s smartphone exports, with shipments jumping 44 per cent YoY on the back of sustained global demand for the latest-generation iPhones in H1 2025,” said Prabhu Ram from CMR via an India Today report. This shows how Apple is using India not only to grow its local market but also as a key export hub.
Of course, manufacturing in India does not come without challenges. Making an iPhone here still costs about 5-8 per cent more than in China, and in some cases up to 10 per cent. Granted, the labour is cheaper, but many essential components still have to be imported.
In the bigger picture, Apple’s bet on India seems to be working. The company reported a 13 per cent YoY increase in iPhone sales globally in the April-June quarter, despite difficult economic conditions. India, with its rising disposable incomes and growing appetite for premium devices, is now a critical part of that growth story. Apple’s decision to expand its stores and scale up production shows that it sees India not only as a consumer market but also as a global manufacturing base.
Long story short, there’s no denying that the iPhone 17 series is more expensive for most buyers. But the combination of higher base storage, Apple Store expansion, and the excitement of made-in-India iPhones could easily outweigh the sticker shock. For Apple, the formula seems simple: give Indian buyers the full brand experience, and they’ll continue upgrading, no matter the price jump.
Also read: Apple iPhone 17 Pro Max, iPhone 17 Pro and iPhone 17 launched in India: Check price, specs here