You're standing in the store, or more likely, scrolling on your couch, and you're staring at that "Buy" button. It's 2026. The tech landscape feels like it’s shifting every five minutes, but one question remains the constant itch: how much is the brand new iPhone actually going to set you back today?
Honestly, the answer isn't just a single number anymore. Apple has played with the lineup so much that "the new one" could mean four different things depending on your budget and how much you care about having a phone that’s thinner than your credit card.
The Current Damage: 2026 Price Tags
If you want the absolute latest, the iPhone 17 series is what's sitting on the shelves right now. It's a weird year. Apple introduced the "iPhone Air" to replace the Plus, and it's basically the supermodel of the group—thin, expensive, and a bit of a flex.
Here is the raw breakdown of what you'll pay at the Apple Store today:
- iPhone 17 (The Standard): Starts at $799. They finally bumped the base storage to 256GB, which is a massive win for anyone tired of seeing that "Storage Full" notification.
- iPhone Air (The New Slim): This one starts at $999. It’s for the people who want the Pro look without the Pro weight.
- iPhone 17 Pro: You're looking at $1,099.
- iPhone 17 Pro Max: The big daddy. It starts at $1,199.
If you go for the 2TB storage on the Pro Max—maybe you're filming a feature film on your phone?—that price tag rockets up to $1,999. Yeah, two grand for a phone.
How Much Is The Brand New iPhone (and the one after that)?
We’re at a point where the "brand new" phone is always being chased by the "next" one. If you’re asking how much is the brand new iPhone because you’re planning a purchase for later this year, things get even more interesting.
The rumor mill is already churning for the iPhone 18 series, expected in September 2026. Word on the street—and from analysts at places like Macworld and Tech Times—is that Apple is splitting the launch. We might see the Pro models in the fall, but the standard iPhone 18 might not drop until early 2027.
Why does this matter for your wallet? Because if Apple skips the "cheaper" standard model in September, the entry price for a "new" 2026 iPhone might effectively jump to $1,099 for the Pro.
The Foldable Factor
Let’s talk about the elephant in the room: the iPhone Fold.
If this actually hits the shelves in late 2026, forget everything I just said about $799. Estimates from UBS suggest a starting price between **$1,800 and $2,499**. It’s basically a luxury item at that point.
Hidden Costs and "The Apple Tax"
The sticker price is never the final price. Taxes vary wildly by state, but you’re almost always looking at another $60 to $100 on top of the base price. Then there's the accessories. Apple hasn't included a brick in the box for years, and if you want the high-speed charging the 17 series supports, that's another $30.
Then there's AppleCare+.
Unless you’re someone who treats their phone like a delicate Faberge egg, you’ll probably want it. For the Pro Max, you’re looking at about $199 upfront or $10 a month.
Is the "New" One Even the Best Move?
Sometimes the smartest way to answer "how much is the brand new iPhone" is to look at the one that just stopped being new.
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When the 17 came out, the iPhone 16 price dropped to $699. It’s still a beast of a phone. Most people can't tell the difference between the photos on a 16 and a 17 unless they’re zooming in on a blade of grass.
Carrier Math: The $0 Myth
You see the ads everywhere: "iPhone 17 Pro for $0!"
Is it free? Sorta. Not really.
Verizon, AT&T, and T-Mobile are currently offering up to $1,000 off with a trade-in, but they lock you into a 36-month contract. If you plan on keeping your phone for three years, it’s a killer deal. If you like to upgrade every year, it’s a trap. You’ll end up paying off the "remaining balance" which is often hundreds of dollars when you try to jump to the next model.
Why Prices Are Getting Weird
Supply chains are stressed. Memory prices (DRAM and NAND) have been spiking throughout 2025 and 2026. Counterpoint Research actually predicted that manufacturing costs would rise significantly this year.
Apple has absorbed some of this, but it’s why we’re seeing "premium" models like the Air and the Fold. They want to push the average selling price higher without scaring off the $799 buyers.
Real-World Pricing Examples
I checked a few retailers today to see the "street price" versus the Apple Store:
- Best Buy: Usually matches Apple but often has "Instant Savings" if you activate today.
- Back Market: If you’re okay with "nearly new," an iPhone 16 Pro is sitting around $750 right now.
- Apple Refurbished: You can grab a certified refurbished iPhone 15 Pro for about $679. It’s not the "brand new" one, but it comes with a new battery and the same warranty.
What You Should Actually Do
If you need a phone right now, the iPhone 17 is the play. The 256GB base storage makes the $799 price point finally feel fair.
However, if you can wait until September, you have two choices. You can grab the 17 at a discount when the 18 Pro launches, or you can save up for the 18 Pro if you really want that new 2nm chip performance everyone is buzzing about.
Actionable Next Steps:
Check your current trade-in value on the Apple Store app. Even an iPhone 13 or 14 is still pulling decent credit—sometimes $200 to $300. That effectively brings the "brand new" price down to about **$500**, which is much easier to swallow than a grand. Just make sure your screen isn't cracked; that’s the fastest way to see your trade-in value evaporate.