The price of Apple’s latest iPhone 17 Pro varies sharply across global markets, with European consumers in many countries paying significantly more than buyers in the United States, according to a new report by Deutsche Bank Research.
The bank’s Mapping the World’s Prices 2026 report compared the cost of the 256GB iPhone 17 Pro in 41 markets and found that Turkey is the world’s most expensive country to purchase the device. At €2,222, the smartphone costs more than twice the U.S. price of €1,012, making Turkey the only market where consumers pay over 100 percent more than American buyers.
The report attributes the large price differences to taxes, tariffs and currency movements rather than changes in the product itself. Apple sells the same model globally, but local fiscal policies and exchange rates have created substantial differences in retail prices.
Among European countries, Switzerland offers the lowest price at €1,187, helped by its relatively low value-added tax of 8.1 percent. Hungary ranks second as the most expensive European market, with the device priced at €1,565, reflecting the country’s 27 percent VAT, one of the highest in Europe.
Outside Europe, Japan is the only market where the iPhone 17 Pro is cheaper than in the United States, with a retail price of €961. South Korea matches the U.S. price at €1,012. The report noted that Japan’s weaker yen and strong domestic competition in South Korea contributed to the lower pricing in those markets.
Brazil ranked as the second most expensive country worldwide, with the iPhone selling for €1,937. Egypt placed third at €1,605, while Mexico ranked sixth at €1,420.
Among Europe’s five largest economies, the United Kingdom offered the lowest price at €1,265, followed by Germany at €1,293, Spain at €1,312, France at €1,323 and Italy at €1,332. Although the differences among these countries are relatively modest, all remain more expensive than the U.S. market.
The report also examined how pricing has changed over the past decade by comparing the iPhone 17 Pro with the iPhone 7 released in 2017. It found that the price gap between Europe and the United States has widened in several countries.
Turkey recorded the largest increase, with the premium over U.S. prices rising from 47 percent in 2017 to 119 percent in 2026. Brazil experienced a similar trend, with its premium increasing from 37 percent to 91 percent. Norway, Sweden, Finland and the United Kingdom also posted notable increases in the price gap over the same period.
Researchers pointed to Turkey’s special consumption tax and the country’s IMEI registration fee as major contributors to the exceptionally high cost. Even consumers who purchase an iPhone abroad must pay an IMEI registration fee of 54,258 Turkish lira, equivalent to about €1,006, to use the device on Turkish mobile networks.
The report also warned that the affordability gap is even greater when income levels are considered. While the figures compare retail prices, average annual wages differ significantly between countries. According to OECD data, average annual earnings ranged from €18,590 in Turkey to €107,487 in Switzerland in 2025, meaning the financial burden of buying the device varies far more than the listed price alone.
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