Apple raised prices for four existing iPhone models in Japan on September 10, with increases ranging from 12,000 yen to 47,000 yen and the iPhone Air 1TB rising about 19% to 294,800 yen. The move coincides with a new two-phase release strategy: Apple launched the iPhone 18 Pro, iPhone 18 Pro Max and first foldable iPhone Duo on September 9, while delaying the standard iPhone 18 until spring 2027. The iPhone 17 now starts at 159,800 yen and the iPhone 17e at 124,800 yen, both after earlier increases. The Pro models start at $1,199 and $1,299, respectively, and use Apple’s A20 Pro chip and C2 modem. The iPhone Duo starts at $1,999, with preorders beginning October 16 and sales starting October 23. Apple’s stock gained 0.2% after the event, while its iPhone business generated $209.5 billion of fiscal 2025 revenue, more than half of the company’s $416.1 billion total.