As Apple’s next-generation iPhone lineup approaches its expected launch window, prominent Tesla investor Ross Gerber is urging consumers considering an upgrade to look at the current iPhone 17 range before prices potentially change.
Gerber, co-founder, president and CEO of Gerber Kawasaki Wealth & Investment Management, shared his view in a recent post on X, formerly known as Twitter. He said iPhone sales continue to be strong despite price increases affecting several other Apple products.
Gerber said employees at an Apple Store told him that sales remained strong even as prices for other devices had increased. He also pointed to the fact that Apple has so far kept the iPhone 17’s US starting price unchanged.
Gerber points buyers toward the current iPhone
In his post, Gerber suggested that consumers who are already planning to purchase an iPhone 17 may have a reason to do so before Apple introduces its next generation.
He said the current iPhone 17 price has not increased, while indicating that pricing could change when new models arrive in September. His comments were based on the sales information he said he received from Apple Store staff.
The iPhone 17 currently starts at $799 in the United States for the 256GB version. The iPhone 17 Pro starts at $1,099, while the iPhone 17 Pro Max starts at $1,199. Apple doubled the base storage of the standard iPhone compared with the previous generation while keeping its starting US price at $799.
That makes the current pricing an important part of Gerber’s argument for buyers who do not want to wait for the next generation.
Also Read: Apple iPhone 18 Pro, Pro Max & Foldable iPhone: Launch Date, Price and Leaks
Apple is facing higher hardware costs
Gerber’s comments come as Apple deals with a sharp increase in memory and storage costs. The company raised prices on a number of products in June, including Macs, iPads, HomePod models and Apple TV devices, while leaving iPhone prices unchanged at the time.
Apple attributed the price increases to rapidly rising memory and storage costs linked to strong demand from AI data centres. The company said the increase in component costs had become difficult to absorb, leading it to pass some of those higher expenses on to customers.
The iPhone has so far been protected from those price increases, making its unchanged pricing notable as Apple prepares for its next product cycle.
iPhone 18 could face pressure from memory prices
The cost pressure is also creating uncertainty around Apple’s upcoming iPhone lineup. Recent industry reports have pointed to substantially higher memory and storage costs as a potential challenge for the iPhone 18 Pro models.
A recent report citing TrendForce estimates that the bill of materials for an iPhone 18 Pro could be significantly higher than that of the previous generation, largely because of increased memory and storage costs. However, higher component costs do not automatically mean Apple will pass the entire increase on to consumers.
The final retail prices will depend on Apple’s broader pricing strategy and how much of the additional component expense the company chooses to absorb.
Strong iPhone demand gives Apple room to decide
Apple’s latest financial results also show that demand for the iPhone remains strong. In the company’s fiscal third quarter of 2026, iPhone revenue reached $54.25 billion, compared with $44.58 billion in the same quarter a year earlier.
The increase gives Apple a strong base as it enters the next iPhone cycle. At the same time, the company’s recent price increases across other product categories show that rising component costs are already affecting its hardware business.
For consumers, the situation leaves a clear choice. Those who need a new phone now can purchase the iPhone 17 at its current starting price of $799 in the US. Those willing to wait can hold off for the next generation, although its eventual pricing remains uncertain.
Gerber’s recommendation is therefore focused on the present pricing advantage rather than a guarantee about what Apple will charge for its upcoming models. With the iPhone 18 generation approaching, buyers may have to weigh the benefits of getting the current model at today’s price against waiting for Apple’s next lineup.
Also Read: iPhone 18 Pro Max vs Pixel 11 Pro XL: Which One Could Be Your Choice?
