Apple has implemented significant price increases across its older iPhone models in India following the launch of the iPhone 18 series. The iPhone 17 (256GB) has seen the steepest increase, rising from ₹82,900 to ₹99,900, representing a 20.51% price hike. The iPhone 17e (256GB) increased from ₹64,900 to ₹79,900, marking a 23.11% increase. The iPhone Air series saw substantial increases, with the 256GB variant rising from ₹1,19,900 to ₹1,49,900 (25.02% increase), the 512GB variant from ₹1,39,900 to ₹1,74,900 (25.02% increase), and the 1TB variant from ₹1,59,900 to ₹2,24,900 (40.65% increase). Former Apple CEO Tim Cook had reportedly indicated that the ongoing shortage of RAM and storage components could lead to further price hikes, with the company citing component shortages and inflation as key factors behind these increases. According to Reuters, India ranks among the countries hit hardest by these revisions worldwide, with certain models climbing as much as 41% above their original price.
Apple has implemented a strategic approach to AI development, choosing to skip the massive infrastructure spending race while focusing on hardware innovation. As reported by NDTV Profit, John Ternus, Apple's new CEO, unveiled the iPhone Duo at the exact moment every rival was racing to prove AI supremacy, marking a seven-year delay since Samsung launched the first Galaxy Fold in 2019. The ₹2,99,900 iPhone Duo, starting at ₹3 lakh in India, arrived wrapped around a precision hinge, dual batteries, custom thermal system and A20 Pro chip, with Ternus calling it "the most transformational change to iPhone since the original." This approach represents Apple's "wait and perfect" philosophy, allowing competitors to absorb market education costs while Apple focuses on premium hardware and recurring revenue ecosystems. The company has built a ₹146 billion cash position against ₹51 billion in net property and equipment, generating ₹101 billion in net income over nine months.
Apple has officially unveiled its first foldable iPhone, the iPhone Duo, with pre-orders beginning October 16 and availability starting October 23 in more than 70 countries including India. The device is priced at ₹2,99,900 for the 256GB variant, with 512GB, 1TB, and 2TB storage options available at higher price points. As per The Times of India, at ₹2,99,900, the Duo gives iPhone users a foldable within Apple's ecosystem. However, its immediate contribution could be greater in consumer awareness, developer interest and market value than in shipment volumes. IDC India's Upasana Joshi noted that Samsung has been building this category for years, and its pricing spread across multiple foldable form factors only strengthens that position for now. The device represents CEO John Ternus's first major product launch since succeeding Tim Cook, with Ternus invoking Steve Jobs' signature phrase "there is one more thing" during the unveiling.
Behind the price increases sits a supply-side squeeze driven by the global AI infrastructure race, as reported by Reuters. Memory and storage chips, the same components powering AI servers and data centres, have become scarce and expensive as tech giants race to build out AI infrastructure. Tim Cook has previously acknowledged the strain this places on Apple's own costs, and the company now appears to be passing more of that burden onto buyers rather than shouldering it alone. India's import duties on components and its 18% GST rate further amplify the pricing gap between Indian and US markets. There's a business logic at play too, with the company preserving a structured pricing tier across its range rather than letting steep discounts on last year's phones undercut the value of its newest, most expensive devices.
The new products come as Apple has been posting strong growth in India, one of the world's fastest-growing smartphone markets. As per Upstox News Desk, Apple's revenue in India is estimated to have crossed $10 billion in fiscal 2026, helped by record iPhone shipments, which would put its revenue in the country at close to ₹1 lakh crore. Research firm Counterpoint estimates Apple's iPhone shipments in India rose 24% year-on-year to 14 million units in fiscal 2026. However, IDC expects Apple's iPhone shipments in India to decline in single digits in 2026 from 14.3 million units in 2025, representing a relatively modest decline compared with the broader smartphone market. Tarun Pathak, research director at Counterpoint Research, said Apple had already grown 2% year-on-year between January and July 2026, while its Pro series grew 32% during the same period. Counterpoint expects Apple's India volumes to decline by only low single digits for the full year, while revenue could still grow 6-7%. The difference is being created by the mix of devices being sold, with Pro models expected to account for around 15% of Apple's sales by the end of 2026, compared with 11% in 2025.
