Apple’s September 9 2026 “Surprise and shine” event omitted the base iPhone 18 and raised the price of the iPhone 17 lineup by $100, while the older iPhone 16 that remains on sale also went up by $100 to a new starting price of $799.
What Apple announced
The Verge reported that “Apple is taking the unusual step of skipping the base iPhone 18 this fall.” The company unveiled the iPhone 18 Pro and Pro Max, plus a new foldable iPhone Duo, but the entry‑level model was a “no‑show.” In the same announcement Apple said it was increasing the price of its existing iPhone 17 models by $100 and that the iPhone 16, still sold alongside the newer phones, “has gone up by $100 compared to last week, back to its original $799 starting price.”
| Model | Previous price (USD) | New price (USD) | Increase (USD) |
|---|---|---|---|
| iPhone 16 (starting price) | ~$699 | $799 | $100 |
| iPhone 17 (base configuration) | Not disclosed | Not disclosed | $100 |
| Source: The Verge – Apple skips the base iPhone 18 at its fall launch event | |||
Why the shift
The Verge links the price hikes to “memory and chip shortages likely contributed to the base iPhone 18 delay, putting pressure on pricing and forcing Apple to prioritize higher‑priced iPhone models that have larger profit margins.” In other words, limited supply of key components is pushing Apple to focus on premium devices that can absorb higher costs.
Apple has not released a separate press statement confirming the numbers, but the event messaging captured by the outlet matches the company’s usual practice of announcing price adjustments alongside new hardware.
What the price changes mean for Canadian shoppers
For Canadians, the $100 increase translates directly into a higher out‑of‑pocket cost at the point of sale, because Apple’s pricing in Canada is set in Canadian dollars and typically mirrors the U.S. list price plus a fixed exchange‑rate buffer. While the article only gives U.S. dollars, the same $100 uplift will appear on the Canadian price list once Apple updates its online store.
Consumers who were planning to buy the iPhone 16 this fall will now pay $799 USD (about $1,080 CAD at current rates) instead of roughly $699 USD. Those eyeing the iPhone 17 will face a $100 premium on the base configuration, pushing the model into a higher price bracket that may affect budgeting for many households.
Because the iPhone 18 Pro and Pro Max also carry a $100 premium over the previous generation, the overall price environment for Apple’s flagship phones is moving upward across the board.
Company context and what remains unknown
Apple Inc. is headquartered in Cupertino, California, and trades on the Nasdaq under the ticker AAPL. The most recent SEC filing in the packet shows the company reported net income of $101.464 billion for the fiscal year ending June 27 2026 and total assets of $383.266 billion. Apple employs roughly 115,000 people worldwide, according to the background research.
The packet does not list the current chief executive, noting that the information should be confirmed against Apple’s own site or latest filing. Likewise, the exact pre‑increase price of the iPhone 17 base model is not disclosed, so the $100 hike can be stated only as an increase, not as a new total price.
Apple’s official pricing page has not been captured in the packet, so the final Canadian dollar figures will be confirmed only when the company updates its regional store.
What is clear is that the decision to skip the base iPhone 18 and to raise prices on existing models marks a departure from Apple’s usual pattern of launching a full range of devices each September. The move underscores how component shortages can reshape product strategy, even for a company with deep cash reserves.
What to watch next
Analysts will be looking for the impact of the price hikes on Apple’s sales volume in the fourth quarter, especially in markets where price sensitivity is higher. Canadian retailers may adjust financing offers or trade‑in values to soften the blow for consumers.
Apple has hinted that a more affordable iPhone 18E and a new iPhone Air could appear in the first quarter of 2027, potentially re‑balancing the product line after the current premium‑only launch.