The numbers are in from Apple’s “Awe Dropping” event, and for Indian consumers, they’re genuinely shocking. What was once considered expensive is now entering luxury car territory, with the iPhone 17 Pro Max starting at ₹1,59,990—making it the most expensive iPhone ever launched in India.

The Price Breakdown: Prepare Your Wallet

Here’s how Apple’s new pricing structure breaks down across the iPhone 17 lineup in India:

iPhone 17 Series India Pricing:

• iPhone 17: ₹89,990 (up from ₹79,900 for iPhone 16)
• iPhone 17 Air: ₹99,990 (replacing the Plus model)
• iPhone 17 Pro: ₹1,29,900 (up from ₹1,19,900 for iPhone 16 Pro)
• iPhone 17 Pro Max: ₹1,59,990 (up from ₹1,34,900 for iPhone 16 Pro Max)

That’s a ₹25,000 increase for the Pro Max model alone—enough to buy a decent mid-range Android phone.

The iPhone 17 Air: Premium Pricing for Compromised Features

Perhaps the most controversial pricing decision is the iPhone 17 Air at ₹99,990. This ultra-thin device, measuring just 5.5mm thick, replaces the iPhone 16 Plus but costs ₹10,000 more than its predecessor.

What you get for ₹99,990:

• 6.6-inch display with 120Hz refresh rate
• A19 chip (not the Pro version)
• Single rear camera (48MP)
• Ultra-thin design prioritizing aesthetics over functionality

What you lose:

• Dual camera system
• Longer battery life (due to thinness constraints)
• Advanced Pro features like ProRAW photography

The pricing suggests Apple is betting Indian consumers will pay premium prices for design over functionality—a risky gamble in a price-sensitive market.

Currency Impact vs. Global Pricing Strategy

Apple’s Indian pricing has historically followed a simple formula: $1 = ₹100. But with the current exchange rate at around ₹87 to the dollar, Apple appears to be padding prices beyond currency fluctuations.

Global Pricing Comparison:

• US: iPhone 17 Pro Max starts at $1,199
• India: ₹1,59,990 (equivalent to $1,839 at current rates)
• Effective markup: Nearly 53% over US pricing

This means Indian consumers are paying significantly more than their global counterparts, even accounting for taxes and import duties.

The Make in India Paradox

Here’s what makes these price increases particularly frustrating: Apple is now manufacturing all four iPhone 17 models in India through facilities including Tata Group’s plant in Hosur and Foxconn’s Bengaluru unit.

Despite local production—which should theoretically reduce costs—Apple has chosen to increase prices across the board. This suggests the company is prioritizing profit margins over the cost benefits of local manufacturing.

What ₹1.6 Lakh Gets You (And What It Doesn’t)

For the iPhone 17 Pro Max’s ₹1,59,990 starting price, you get:

• 6.9-inch display with ProMotion
• A19 Pro chip with improved graphics
• Triple 48MP camera system with 8K video recording
• Enhanced thermal management
• Wi-Fi 7 support
• 256GB base storage (finally)

But here’s the reality check: That same ₹1.6 lakh could buy:

• A flagship Android phone + a premium laptop
• A decent motorcycle
• 2-3 years of iPhone 16 Pro usage at current depreciation rates
• A significant down payment on a car

The Festive Season Gamble

Apple’s timing is strategic but risky. Launching these prices just before India’s festive season—traditionally the biggest sales period—suggests confidence that Indian consumers will absorb the shock.

Pre-order and availability:

• Pre-orders: September 12
• General availability: September 19
• Festive season discounts: Unlikely for at least 3-6 months

The Competition Advantage

These price increases hand significant advantages to competitors:

Samsung Galaxy S25 Ultra (expected around ₹1,20,000):

• Similar flagship features at ₹40,000 less
• More storage options
• Better zoom capabilities

OnePlus, Xiaomi, and other flagship killers now have a massive pricing umbrella to operate under, potentially offering 80% of iPhone features at 50% of the cost.

Why Apple Thinks It Can Get Away With This

Despite the sticker shock, Apple’s pricing strategy isn’t entirely irrational:

1. Brand loyalty: iPhone users tend to stick with the ecosystem
2. EMI culture: Many buyers focus on monthly payments rather than total cost
3. Status symbol: iPhones remain aspirational products in India
4. Trade-in programs: Older iPhone values help offset upgrade costs

The Real Winners and Losers

Winners:

• Apple shareholders (obviously)
• Android flagship manufacturers getting pricing umbrella
• Older iPhone models getting extended life cycles

Losers:

• Indian consumers facing 15-25% price increases
• First-time iPhone buyers priced out of the ecosystem
• Small retailers unable to move premium inventory

What This Means for the Market

Apple’s aggressive pricing could backfire in a market where smartphone penetration is still growing and price sensitivity remains high. While the company has successfully positioned iPhones as luxury products, there’s a limit to how much the market will bear.

The success of these prices will largely determine whether other premium brands follow suit or use this as an opportunity to gain market share with more reasonable pricing.

Bottom Line: Apple is betting that Indian consumers’ desire for iPhones is price-inelastic. The next few quarters will reveal whether they’re right—or whether they’ve finally priced themselves out of significant market growth.

Will you be upgrading to the iPhone 17 series at these prices, or are these increases finally pushing you toward alternatives? Let us know in the comments.

As the world tunes in tonight, here’s Cosbom’s live blog starting at 10:30 PM IST with play-by-play announcements, pricing details, and instant analysis of every major reveal.

10:30 PM — Keynote Kickoff
Tim Cook welcomes the world with “Awe Dropping” title graphics. Live stream quality is crisp, and social feeds are already buzzing.

10:35 PM —  AirPods Pro 3

H3 chip, improved ANC, live translation, heart-rate monitoring, improved battery life.

Pricing: $249.

 10:40 PM — Apple Watch Series 11 & Ultra 3

• Series 11 adds blood-pressure monitoring, brighter display.
• Ultra 3 gains satellite texting, advanced health sensors.
• Pricing: Series 11 starts at ₹39,990; Ultra 3 at ₹79,900 (India).

10:58 PM — iPhone 17

• Dual-lens camera, A19 chip, 6.1″ display.
• Price in India: ₹89,990.

11:10 PM — iPhone 17 Air

• Ultra-thin 5.5 mm chassis in five colors.
• 6.6″ 120 Hz display, A19 chip, single 48 MP rear camera.
• Price in India: ₹99,990.

11:25 PM — iPhone 17 Pro

• Triple-48 MP camera, “horizontal bar” design, 256 GB base.
• ProMotion 120 Hz, A19 Pro chip.
• Price in India: ₹1,29,900.

11:35 PM — iPhone 17 Pro Max

• 6.9″ display, advanced thermal system, Wi-Fi 7 support.
• 256 GB base storage.
• Price in India: ₹1,59,990.

11:45 PM — HomePod & Services

• HomePod 2 gets spatial audio.
• Apple One bundle adds Fitness+ AI-powered workouts.

11:50 PM — Pre-orders & Availability

• Pre-orders begin Sept 12 at 5 AM PT (6:30 PM IST).
• In-store launch: Sept 19.
• iOS/iPadOS/macOS updates roll out Sept 16.

11:50 PM — Closing Remarks
Tim Cook thanks developers and customers. Stream ends with “See you next year” teaser and product montage.

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Key Takeaways:

• Indian pricing jumps: Air at ₹99,990; Pro Max at ₹1,59,990.
• Software rollout (iOS 26, macOS 26) synced with hardware release.
• Apple doubles down on health features across wearables.

Stay tuned for in-depth hands-on reviews, detailed feature analyses, and comparison guides coming soon!

This page is being updated live, please reload the page if you don’t see the latest updates. You can also head on to our Live Streams section at live.cosbom.com

Apple’s highly anticipated fall event is scheduled for Tuesday, September 9 at 10 AM PT (10:30 PM IST), promising what could be the company’s biggest product refresh in years.

The iPhone 17 Lineup:

• iPhone 17 Air: Ultra-thin at just 5.5mm thick, 6.6-inch 120Hz display, A19 chip
• iPhone 17 Pro: Starting at $1,099 (up $100), 256GB base storage
• iPhone 17 Pro Max: Redesigned camera system
• Standard iPhone 17: Expected pricing and specs

• Major Software Updates:
• Apple will announce the official release dates for its 2025 software lineup, all numbered with “26” to represent the September 2025-2026 season:
• iOS 26: Features the new “Liquid Glass” user interface, redesigned Camera app, enhanced ChatGPT integration, improved Apple Intelligence capabilities
• iPadOS 26: Introduces a completely new windowing system, Preview app for iPad, enhanced Files app with folder customization, Background Tasks for intensive operations
• macOS Tahoe 26: New features and improvements for Mac users
• watchOS 26: Updated features for Apple Watch
• visionOS 26: Updates for Vision Pro headset
• The iOS 26 public release is expected around September 15-16, with release candidates available immediately after the September 9 event.

Other Expected Launches:

• Apple Watch Series 11 and Ultra 3
• AirPods Pro 3 with health tracking
• Possible Mac updates

Key Dates:

• Event: September 9, 10 AM PT (10:30 PM IST)
• Pre-orders: September 12, 5 AM PT
• iOS 26 Release: September 15-16 (expected)
• Hardware Release: September 19

The iPhone 17 Air represents Apple’s biggest design shift in years, prioritizing thinness over battery life with only a single rear camera.