Apple Cuts iPhone 17 Pro Prices in Israel by $90 Ahead of iPhone 18 Launch

Apple has instructed its Israeli importers, including iDigital, KSP, and iStore, to reduce the prices of the iPhone 17 Pro and iPhone 17 Pro Max by $90 starting Thursday, August 20, 2026. This price cut amounts to roughly 270 shekels based on the current exchange rate. The move is notable as it comes just two months after Apple raised prices on its iPads and MacBooks by 15% to 25%, citing unprecedented increases in memory chip costs.

The earlier price hikes were driven by a global shortage of memory components, a crisis dubbed "RAMageddon," fueled by surging demand from server farms running artificial intelligence models. According to TrendForce, memory chip prices surged over 90% in Q1 2026 and an additional 60% in Q2.

Apple's latest price reduction for the iPhone 17 Pro models contrasts with the rising production costs expected for the upcoming iPhone 18 Pro series, which is set to be unveiled next month. Industry estimates suggest the manufacturing cost for the new Pro models will be about 40% higher than the current generation, potentially leading to higher prices for the new devices and possibly even the older models.

The iPhone 18 launch will be split, with the Pro and Pro Max models debuting in September 2026, while the base model is expected in spring 2027. Rumors also hint at a new foldable iPhone model. For now, consumers planning to buy an iPhone 17 Pro can benefit from the immediate price cut in Israel.

Summary: Apple is reducing iPhone 17 Pro prices in Israel by $90 starting August 20, 2026, following recent price hikes on other products due to chip shortages. The upcoming iPhone 18 Pro models will have higher production costs, with a launch expected next month.