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iPhone 17 marks the end of the 128GB phone era — here’s why that’s a big deal
Tom Pritchard
15 September 2025
So long 128GB storage option, you grossly overstayed your welcome
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(Image credit: Tom’s Guide / John Velasco)
The continued prevalence of 128GB storage on flagship phones has been getting on my nerves for a while. Not just because 128GB doesn’t scream “premium” anymore, but also because it just isn’t enough space to store the contents of a modern phone without offloading a bunch of it to the cloud.
Phone makers have been slowly removing the 128GB option from their most expensive phones, but now it looks like the era of 128GB as the “standard” option may be over. And it’s all thanks to Apple and the launch of iPhone 17.
Not only do all four new iPhones start with 256GB, the entry level iPhone 17 got the storage upgrade without the price hike experienced by the Pro models.
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The problem with 128GB storage
(Image credit: Tom’s Guide / John Velasco)
There was a point where 128GB of storage felt like it was limitless, but those days are long gone. The past several years have seen our storage needs absolutely explode. Not just due to the increase in higher resolution and better quality cameras, but also because of how much extra space is needed by apps and updates.
Even artificial intelligence, something that phone makers are adamant that we have to have on all our devices, is slowly taking up more and more of that precious space. Last time I updated my iPhone 15 Pro Max, Apple Intelligence took up just under 7GB of space.
It may not seem like a lot, but that’s double the amount of space Apple’s AI used up at the start of the year — and it’s only going to increase with time.
Combine that with all the space needed for system features, free space to install updates, and all the other things you can’t really remove from your phone, and suddenly, your amount of available space is pretty low. While it is manageable, it was about time phone makers took the plunge and scrapped the 128GB option altogether.
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Apple to the rescue
(Image credit: Tom’s Guide / John Velasco)
Before the Awe Dropping event and the iPhone 17 reveal, we weren’t actually expecting Apple to go the distance. There had been rumors that iPhone 17 Pro would scrap 128GB models, with a $100 relative price hike. Later leaks suggested the iPhone Air would also start at 256GB, but the iPhone 17 would keep the 128GB option for at least another year.
Imagine our surprise when Apple went all in. Not only did it scrap the 128GB option on the cheapest iPhone 17, it also kept the price the same as last year. So someone picking up the iPhone 17 still pays $799, but gets double the amount of storage compared to last year.
That’s on top of the other myriad of upgrades, like the ProMotion display, 48MP ultrawide camera, and the upgraded Center Stage camera.
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It’s important that Apple has done this, too. Regardless of how you feel about the company or its products, its dominance in the smartphone market means that everything it does carries weight. Had Samsung or Google made this same change, there’s no telling how its rivals would have reacted.
But since Apple is the one taking a stand against 128GB storage models, you can be sure that other premium phone makers will be taking note. Because, let’s be honest, every time Apple has a new idea, the others end up copying it within a year or two. Considering how simple a change this would be, I fully expect it to happen sooner rather than later.
128GB won’t vanish — but it should leave flagships
128GB phones are not going to vanish overnight, just because Apple made this change. 64GB phones are still around after all, even if they are typically some of the cheapest smartphones money can buy.
If anything, the 128GB option could prove to be a valuable cut-off point between mid-range and premium phones. Considering how much the lines have blurred between, with premium features coming to cheaper phones, a firm cut-off is a useful comparison tool.
So while I expect that the premium phones market will follow Apple’s lead and ditch 128GB options in its entirety, those of you who prefer to have that level of storage should still have options. Options that could potentially save you money, while still ensuring that you get a solid selection of features. Just as long as you can manage your files properly.
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Tom Pritchard
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UK Phones Editor
Tom is the Tom’s Guide’s UK Phones Editor, tackling the latest smartphone news and vocally expressing his opinions about upcoming features or changes. It’s long way from his days as editor of Gizmodo UK, when pretty much everything was on the table. He’s usually found trying to squeeze another giant Lego set onto the shelf, draining very large cups of coffee, or complaining about how terrible his Smart TV is.
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