Apple’s latest iPhone price increase in India could influence consumer demand during the upcoming festive shopping season, as buyers face significantly higher prices for some models.

The company has raised iPhone prices by around 22% to 25%, with some models seeing substantial increases. The iPhone 17, for instance, is now ₹17,000 more expensive, while the iPhone Air has become ₹30,000 costlier.

The higher prices could put pressure on consumers planning to purchase an iPhone during the festive season. However, the impact may vary depending on consumers’ purchasing power and access to financing options.

EMIs, credit-based purchases and other financing schemes could make the higher prices more manageable for some buyers by reducing the immediate cost of purchasing a smartphone.

Apple’s pricing strategy also means consumers considering older iPhone models may not necessarily see the price reductions they typically expect when newer devices arrive.

The festive period is an important sales window for smartphone manufacturers in India, with consumers often waiting for discounts, bank offers and exchange benefits before making major purchases.

Higher official prices could therefore affect how consumers compare Apple devices with competing premium smartphones and determine whether to upgrade immediately or postpone their purchase.

The eventual impact on festive demand will depend on factors including retailer discounts, financing offers, exchange programmes and consumer spending conditions.

For Apple, maintaining demand despite higher prices could depend partly on how effectively retailers and financial partners structure festive offers around its latest iPhone models.