The new iPhone 18 Pro was launched at a price of 150 euros more than its predecessor, but the price of the iPhone 17 has also increased, from 979 euros to 1,129 euros.
The launch of the new iPhone 18 Pro and Pro Max also brought Italy adds 150 euros Compared with the price at which Apple launched its previous generation corresponding model. However, this change does not only concern newly released smartphones: looking at the new official Apple price list, the same increase is also seen on the iPhone 17, which is still on sale, but has increased from the initial price of 979 euros to 1,129 euros. The result has been a significant price increase for an important part of the Italian iPhone range, so this cannot be entirely attributed to the innovations introduced on the new Pro models.
Apple launches iPhone 18 Pro and Pro Max: News, technical features and prices
iPhone 18 Pro and Pro Max are 150 euros more expensive
Comparisons with the previous generation are immediate: Apple launched it in September 2025 iPhone 17 Pro €1.339 The iPhone 17 Pro Max starts at €1,489 for the 256 GB configuration with the same memory capacity. For the new generation, these two thresholds rise to 1,489 and 1,639 euros respectively: in both cases, the difference is exactly 150 euros.
Even with the increase in storage, the difference is still noticeable: in the Italian Apple store, the iPhone 18 Pro costs 256 GB for 1,489 euros, 512 GB for 1,739 euros, 1 TB for 2,239 euros, 2 TB for 2,989 euros, and 2 TB for 2,989 euros. €, €1,889, €2,389 and €3,139. New models will naturally introduce various hardware changes, from the A20 Pro chip to the new 48 MP Fusion main camera with variable aperture, but on a strictly financial level, Apple abandons the entry price of the Pro series from a year ago.
iPhone 17 is also affected
However, perhaps the most interesting case involves iPhone 17, still present in the catalog. When launched in September 2025, prices will start at €979 for the 256 GB model. The same device now appears in the Italian Apple Store for 1,129 euros: in this case, the price has increased by 150 euros, despite the fact that it is the same smartphone and not a new generation. The change becomes especially apparent because the original price can still be verified in Apple’s press release announcing the iPhone 17 last year.
The new positioning thus changes the distance in the range: the 256 GB iPhone 17 now starts at 1,129 euros, while the new iPhone 18 Pro starts at 1,489 euros: a difference of 360 euros between the two. However, some models on Apple’s website don’t exactly follow this change. For example, the iPhone 17e still offers 256 GB version €729the same price announced when it launches in March 2026.
