Core Viewpoint - Apple is subtly increasing prices, indicating a potential shift towards a new price tier for iPhones, possibly reaching a "new normal" of $2000 for high-end models [1][2][3] Pricing Strategy - The starting price of the iPhone 17 Pro has increased from $999 to $1099, while the base model iPhone remains at $799, reflecting only a $100 increase since 2017 [1] - The new iPhone Air has also seen a price increase of $100 to $999, with consumers already psychologically prepared for potential price hikes due to tariffs [2] Future Pricing Trends - Apple is signaling that the era of $2000 iPhones may be approaching, as evidenced by the introduction of the iPhone 17 Pro Max with a 2TB storage option priced at $1999 [2] - The upcoming foldable iPhone is expected to have a base price at least double that of the iPhone Air, potentially leading to even higher prices with additional features and accessories [3] Consumer Readiness - Apple's CEO Tim Cook has indicated that iPhone users are ready to pay more for high-end models, emphasizing the integral role of iPhones in consumers' lives [3] - The company is developing the iPhone 20, which is anticipated to bring significant upgrades and could establish a new higher price standard similar to the iPhone X's introduction of the $1000 price point [3]