Apple has begun removing older models from its online store as it continues to update its product lineup. The iPhone 17 Pro and 17 Pro Max were the first to be taken down shortly after the announcement of the iPhone 18 Pro. Although their specific product pages are still visible, they now redirect users to the general iPhone page. These models, launched in September 2025, have only been available for one year. This practice is not new—Apple typically removes its Pro models when newer versions are introduced, as seen with the iPhone 16 Pro a year prior. As a result, consumers can no longer purchase the iPhone 17 Pro directly from Apple, which means those interested in these models now have to look to third-party resellers or consider refurbished options. The removal of the iPhone 17 Pro comes at a time when older models have seen a notable price increase, with some models rising in cost by as much as 350 euros. This trend is part of a broader cleanup of Apple’s product catalog, which has been ongoing since January. The company has been gradually phasing out older devices in favor of newer models, often introducing several new products in a single wave. For example, in March, Apple launched the iPhone 17, iPad Air M4, MacBook Air M5, MacBook Pro M5 Pro and M5 Max, along with two Studio Displays and the MacBook Neo. This release pushed about fifteen older models out of the catalog, including the iPhone 16, iPad Air M3, and MacBook Air M4. In addition to smartphones, Apple has also removed several watch and earbud models. The Watch Ultra 3 and Watch Series 11 have been taken down, as have the two versions of the AirPods 4. However, there are some positive changes for consumers. The Watch Series 12 Aluminium 46 mm has seen a price increase of 20 euros, while the newer AirPods 5 offer a more attractive deal, with the most expensive model featuring wireless charging and being 30 euros cheaper than the AirPods 4 ANC. This indicates that while some older models are being phased out, others may offer better value for money. Apple’s ongoing catalog cleanup has also seen the removal of two entire product lines: the Mac Pro and the Pro Display XDR. Additionally, the first-generation AirTag has been replaced by the AirTag 2. These changes reflect Apple’s strategy of regularly updating its product lineup to maintain a streamlined and current catalog. As the company continues to introduce new models, consumers will need to keep an eye on available options, as older devices are increasingly being phased out in favor of newer, more advanced alternatives.