Choices are never easy when it comes to iPhones, but the fall 2025 lineup makes the decision even trickier than usual. Apple has launched not just the iPhone 17, 17 Pro, and 17 Pro Max, but also a new iPhone Air, reshaping how people pick their next device. For ordinary buyers, the hardest part is not only price but also whether to prioritize storage or features.

Budget-minded users are staring at the $599 iPhone 16e, which despite being technically “old,” still packs Apple’s A18 chip and delivers strong performance for its class. Move a little higher and the $799 iPhone 17 becomes a standout choice, with the A19 chip and improved cameras, making it a far better long-term bet than its slightly cheaper cousins. Yet the human factor kicks in here: many people still cling to bigger screens like the iPhone 16 Plus, even though its performance edge is already slipping.

Shoppers with deeper pockets are pushed toward the Pro models, and here Apple plays its cleverest card. The 17 Pro at $1,099 offers three cameras and a stronger A19 Pro chip, while the 17 Pro Max brings a giant 6.9-inch display and storage up to 2TB, though the $1,999 top version feels excessive for anyone not filming 4K videos every day. Realistically, most people don’t need that much, but bragging rights have their own strange market value.

The new iPhone Air complicates everything further. With a titanium frame and slim design, it attracts those who want novelty. But a single 48MP rear camera and cropped 2x zoom will disappoint anyone serious about photography. Still, there’s something emotional about holding a device that looks different — that “newness” effect drives sales even when specs suggest otherwise.

Market watchers note that Apple’s decision to expand the pricing gap — now $1,400 between cheapest and most expensive models — creates more pressure on consumers already facing rising living costs. Whether that strategy pays off will be seen in coming quarters, as investors are not fully convinced after the company’s latest announcements failed to impress on the AI front (source).