Apple plans to complete iPhone 17 price adjustments across global markets by the end of August as surging storage chip prices lift costs, with the increase per device potentially capped at 1,000 yuan. Japan has already seen a full-line iPhone price increase effective July 17, with rises of about 8% to 11.3%; the iPhone Air posted the biggest gain at 11.3%, while the iPhone 17 Pro Max rose 10.3%, or 20,000 yen per unit. Converted at the exchange rate at the time, that added roughly 540 yuan to 835 yuan to the cost of buying an iPhone in Japan. Apple has not announced a price increase for the iPhone 17 in China, but it raised prices for products including Mac and iPad in June, with some models up 15% to 20%. Cook previously said persistent increases in memory and storage chip prices had forced Apple to evaluate responses, describing the pricing environment as a "once-in-a-century flood" and saying prices had risen exponentially.