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Apple iPhone pricing adjusts: discounts and hikes

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2026-07-31 06:10 UTC → 2026-07-31 12:02 UTC · added ~~removed~~

Apple’s July‑2026 pricing push continued with further regional moves. After early‑July base‑price cuts in India and the Netherlands and Amazon discounts of up to 25 % on sealed iPhone 15‑17 models in Spain, the company saw mixed price actions across markets. In France Amazon listed the iPhone 17 (256 GB) at €859, a €110 discount, while India lifted the 256 GB variant by 17 % to ₹94,900. Poland’s iPhone 17 Pro Max quickly returned to launch price; the new iPhone Air fell to 3,499 zł. Brazil’s promotional price fell to R$ 5,299, matching the French discount, but a later report showed the iPhone 17 retailing at roughly 18,500 R$, reflecting high import taxes and exchange‑rate pressures. A study of 41 markets highlighted widening global gaps: Turkey’s 256 GB iPhone 17 Pro at €2,222—more than double the U.S. €1,012 price—driven by a special consumption tax, high VAT and a €1,006 IMEI‑registration fee. Japan remained the only market where the model was cheaper than in the United States (≈ €961). Europe’s cheapest price was in Switzerland (€1,187), followed by the UK and Germany. Brazil’s price, while high, was the world’s second‑most expensive after Turkey. In Taiwan the iPhone 17 series fell about NT$8,000 since launch as consumers await the forthcoming iPhone 18, expected to add AI‑enhanced performance and camera upgrades. Analysts view Apple’s blend of regional discounts, selective hikes and tax‑driven price spikes as a strategy to sustain demand for the current flagship while setting the stage for the next‑generation release.

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