Apple raised prices across its iPhone lineup, including older models, ending its customary practice of cutting previous-generation prices when launching new devices. The company increased prices by $100 after unveiling the iPhone 18 Pro and iPhone Duo on the 9th. The iPhone 17 rose from $799 to $899, while the iPhone Air increased from $999 to $1,099 and the iPhone 17e climbed from $599 to $699. The iPhone 16, previously reduced to $699, returned to $799. Prices also rose in South Korea, while the new iPhone 18 Pro and Pro Max start at 1.99 million won and 2.19 million won, respectively. Apple’s pricing shift follows a global shortage of memory semiconductors and rising component costs, which the company had previously absorbed through its margins. Tim Cook compared surging memory prices to a once-in-a-century flood in a June interview with The Wall Street Journal. Apple also raised prices for some MacBook and iPad products in June and iPhones in Japan in July.