Apple unveiled the iPhone 18 Pro, iPhone 18 Pro Max and its first folding iPhone, the iPhone Duo, at a Sept. 9 event, and Canadian pricing landed the same day, alongside a less-publicized move: Apple also raised prices on the iPhone 17, iPhone Air and iPhone 17e it launched less than a year ago.
The iPhone 18 Pro starts at $1,749 CAD for 256GB, rising to $3,549 for the 2TB configuration, according to Apple’s Canadian online store. The iPhone 18 Pro Max starts at $1,899 and tops out at $3,699. Both come in the same four storage tiers, 256GB, 512GB, 1TB and 2TB, and both are up for preorder at 8 a.m. ET on Sept. 12, with availability starting Sept. 18.
The iPhone Duo, Apple’s first folding phone, costs considerably more: $2,999 for 256GB, $3,299 for 512GB, $3,800 for 1TB and $4,799 for the top 2TB tier, according to iPhone in Canada’s review of Apple’s Canadian pricing pages. After Ontario’s 13% HST, the top configuration clears $5,000. Preorders open Oct. 16, with the device shipping Oct. 23.
What got less attention on launch day is that Apple also quietly repriced its existing lineup. The iPhone 17 now starts at $1,299 CAD, the iPhone Air at $1,599, and the entry-level iPhone 17e at $999, increases of $100 to $450 depending on model and storage, according to MacRumors and 9to5Mac, which compared the new listings against Apple’s own pricing from the 17 lineup’s launch in September 2025. The steepest jump hit the 1TB iPhone Air, up nearly 22% to $2,499. The 17e’s $100 increase is notable because it pushes what Apple markets as its affordable option to just under $1,000 before tax.
Apple has not explained the increases directly, but the timing lines up with a supply crunch the company has flagged before: memory chip prices have climbed sharply industry-wide as manufacturers redirect production capacity toward AI servers, tightening supply for consumer electronics that use the same components. Multiple outlets, including Notebookcheck, tied Tuesday’s repricing to that same memory shortage.
For Canadian shoppers, the practical effect is that there is no longer a stable, lower-cost tier to fall back on if the 18 Pro’s price feels steep. Someone who priced out an iPhone 17 or iPhone Air even a few weeks ago will now pay more for the same phone, on the same day Apple introduced two pricier flagships above it. Apple is offering 0% financing on both the iPhone Duo and iPhone 18 Pro through its Canadian store, which softens the upfront hit but does not change the total cost.
Anyone holding an older iPhone and waiting for a price drop on this generation should not expect one soon. With memory costs the stated driver rather than Apple’s own margins, further increases are arguably more likely than a rollback before next year’s lineup.
via iPhone in Canada and MacRumors.
