Apple’s flagship iPhone has become costlier in India for the first time in five years, but the pace of increase has lagged broader inflation.
Since 2019, the price of the base model has risen 28 percent, compared with a 36 percent rise in consumer inflation, according to a Moneycontrol analysis.
The iPhone 17, launched in 2025 at Rs 82,900, marked the first upward revision since the iPhone 12 series in 2020. In contrast, the iPhone 13, 14, 15 and 16 all carried the same starting tag of Rs 79,900, reflecting Apple’s decision to hold prices steady despite rising input costs.
Other products have seen even slower increases. The Apple Watch, which cost Rs 40,900 in 2019, is now priced at Rs 46,900 - a rise of 14.7 percent. AirPods Pro's prices have moved up by just Rs 1,000, or 4 percent, over the same period.
The slower price rise in Apple devices mirrors the broader trend in India’s mobile phone market. Government data has shown mobile phone inflation at 25 percent between 2019 and 2024 - slightly below the iPhone increase, but much lower than the headline consumer price index.
Apple’s pricing strategy reflects its evolving lineup, as the company shifted in 2018 from a single annual release to a broader set of devices, spreading price points across categories. Its pro-designated lineup debuted in 2019, and in 2025, Apple launched its first 'Air' series phone, priced at Rs 1,19,900 for the base model.
This strategy has allowed Apple to absorb cost pressures at the top end while maintaining an entry point for price-sensitive customers. A study by Tata-owned Croma found that 86 percent of Apple sales from its stores were of base models, with only 14 percent choosing Pro versions. The study also highlighted strong brand loyalty, as one in five customers traded in an older iPhone for a newer model.
While Indian consumers are paying more today than in 2019, Apple’s increases remain contained when benchmarked against household inflation, underscoring the company’s balancing act between premium positioning and mass-market stickiness.
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