John Ternus’s Apple: Higher Prices and the iPhone 17 Pro Discontinued

The “Surprise and shine” event on September 9, 2026 was the first led by John Ternus as CEO of Apple, replacing Tim Cook. Beyond the products — iPhone 18 Pro, the foldable iPhone Duo, Apple Watch Series 12 and AirPods 5 — the event revealed the new leadership’s first business decisions: higher prices across nearly the whole lineup, the iPhone 17 Pro discontinued, and a family AppleCare plan.

Quick answer: what changed in Apple’s strategy?

Under Ternus, Apple raised the iPhone 18 Pro and Pro Max by $100, increased prices for the iPhone 16, 17, Air and 17e, dropped the iPhone 17 Pro and Pro Max (pushing “Pro” buyers to the new model), launched the iPhone Duo at $1,999 and created AppleCare One Family for up to six people. It also extended free satellite access and began charging for expanded use of the new Siri.

Prices up across the board

The decision consumers will feel most is the price hike. The iPhone 18 Pro and Pro Max cost $100 more than their predecessors, and the 1TB tier sits $300 above the base model. Unlike previous years, Apple also raised prices on older devices that remain on sale — iPhone 16, 17, Air and 17e. The reasoning was not stated on stage, but the context is well known: pricier memory and 2nm chips, tariffs, and the pressure to protect margins with a $2,000 foldable in the catalog.

iPhone 17 Pro discontinued: no “cheap Pro”

Apple traditionally keeps the previous year’s Pro at a discount. This time the iPhone 17 Pro and 17 Pro Max left the catalog. In practice, anyone who wants a top camera and chip has only the iPhone 18 Pro — or the Duo. It is a product-mix play: less cannibalization and a higher average selling price.

Services: family AppleCare and a paid Siri tier

AppleCare One Family

The new plan covers up to six people under one subscription. It is Apple applying the “family” logic of iCloud and Apple One to hardware insurance — more recurring revenue and less friction for households with several devices.

Siri with a quota and “Expanded Access”

The new Siri in iOS 27 has a daily usage limit; those who want more subscribe to the paid “Expanded Access” add-on. It is the first direct charge for a system feature — and a hint at the real cost of running frontier AI.

What stayed the same (or improved)

Decision	Impact
Free satellite access extended (iPhone 14, 15, 16)	Positive — keeps older customers happy
AirPods 5 with ANC on every model (from $129)	Positive — a premium feature becomes standard
Apple Watch Series 12 at $399, Ultra 4 at $799	Stable — prices held
Base iPhone 18 only in spring 2027	Neutral — new two-phase launch calendar

Why this matters to you

If you were waiting for a discounted Pro, act fast on remaining iPhone 17 Pro stock — it will not be replenished. If you are upgrading, budget for the $100 bump and consider whether the Duo’s $1,999 is worth it versus an 18 Pro Max. And if you follow the company, the message is clear: Ternus’s Apple is less about volume and more about margin and services — and the first event already showed it in the price list.

Frequently asked questions

Who is John Ternus?

Apple’s new CEO, formerly head of hardware engineering, who replaced Tim Cook. The September 9, 2026 event was his first as chief executive.

Is the iPhone 17 Pro still for sale?

Not from Apple. The iPhone 17 Pro and 17 Pro Max were discontinued with the launch of the iPhone 18 Pro. Only retailer stock remains.

What is AppleCare One Family?

An AppleCare plan covering up to six people under a single subscription, announced at the September 2026 event.

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