Apple has raised the prices of several older iPhone models, including the iPhone 16, iPhone 17, iPhone 17e, and iPhone Air. These increases affect both the U.S. and European markets. In the U.S., the iPhone 16, which was recently priced at $699, now starts at $799. In Europe, the same model now begins at 1,019 euros, up from 869 euros—a 150-euro increase. Similarly, the iPhone 17e with 256GB of storage has gone from $599 to $699 in the U.S., while in Europe, it now ranges from 719 to 869 euros, up by 150 euros. The iPhone 17, which previously started at $799, now begins at $899 in the U.S., and in Europe, it’s priced between 969 and 1,119 euros, also a 150-euro jump. The iPhone Air, which was priced at $999, is now $1,099 in the U.S., and in Europe, it ranges from 1,229 to 1,329 euros, an increase of 100 euros. The price hikes are linked to a shortage of memory and storage components, driven by increased demand for artificial intelligence technology. This shortage has also affected the pricing of other Apple products like Macs, iPads, and the Homepod, which saw price increases earlier this year. At a recent event, Apple announced the iPhone 18 Pro, which is significantly more expensive than previous models. In fact, the 18 Pro model is now priced at the same level as last year's Pro Max. Additionally, Apple’s first foldable smartphone, the iPhone Duo, is priced at nearly 2,400 euros in Europe. To help customers manage the rising costs, Apple has launched a new program in the United States called Apple Upgrade. This program allows users to "rent" their devices through a monthly subscription over a 12 or 24-month period. At the end of the term, customers can either buy the device or exchange it for the latest model. However, this program is not yet available in Europe. The price increases and new programs reflect Apple’s ongoing strategy to adapt to market conditions and provide more flexible options for consumers. While the higher prices may affect some buyers, the new rental model could offer an alternative for those looking to stay current with the latest technology without a large upfront cost.