Apple has discontinued iPhone 17 Pro/Pro Max following iPhone 18 Pro launch, following normal annual Pro model cycles. Concurrently, Apple raised prices on older iPhone models still in stock by 4,000–12,000 baht (e.g., iPhone 16 128GB: 26,900 → 30,900 baht; iPhone Air 1TB: 55,900 → 67,900 baht), citing RAM/storage cost pressures. Price increases took effect immediately at Apple Store channels; dealer stock may vary. This impacts Thai consumer purchasing decisions and SME device refresh budgets.