According to Jeff Pu, a tech analyst at Hong Kong-based investment firm Haitong International Securities, Apple’s next-generation iPhone 15 Pro and iPhone 15 Ultra (née Pro Max) will likely be more expensive than previous Pro models.
In a research note this week, Pu predicted the iPhone 15 Pro models will see a price increase due to several rumored hardware upgrades, including a titanium frame, solid-state buttons with haptic feedback from extra Taptic Engines, an A17 Bionic chip, increased RAM, a periscope lens for increased optical zoom on the Pro Max model, and more.
In the U.S., the Pro model has started at $999 since the iPhone X was released in 2017, while the Pro Max has started at $1,099 since the iPhone XS Max launched the following year… A price increase in the U.S. is plausible given above-average inflation rates. Apple has managed to keep starting prices unchanged for six straight generations of Pro models, but prices will likely have to increase eventually for the company to maintain its profit margins.
MacDailyNews Take: However belatedly, Apple is smart to better differentiate the iPhone Pro models over the base models, including a more pronounced pricing spread.
Apple should have been doing this prior, but it’s good to see some additional differentiation between entry-level and “Pro” iPhone which will, of course, tilt more buyers to iPhone Pro models, increasing Apple’s iPhone ASP. The expected removal of the inelegant kludge (notch) in favor of a more refined pill and hole punch design exclusively in the iPhone 14 Pro and iPhone 14 Pro Max will also help differentiate the Pro models from the non-Pro iPhones later this year, moving the mix toward higher-end iPhones. – MacDailyNews, July 6, 2022
Apple iPhone mix is easily going to be the strongest ever. Do not be surprised with the reports that Apple has “cut iPhone 14 orders,” meaning iPhone 14 and iPhone 14 Plus. The company will likely be increasing iPhone 14 Pro and iPhone 14 Pro Max orders to reflect the strong mix which bodes very well, of course for Apple’s iPhone average selling price (ASP). – MacDailyNews, September 14, 2022
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With the Economy like it is they want to RAISE Prices? They would sell more phones if they kept it steady, not Squeeze every penny out of people.
No, they’ll raise prices AND sell more phones. I don’t like the throttle the golden goose approach either but they know what they’re doing and they’ll wring every penny out of their star player until they drop dead. Hopefully they’ll have a deeper bench of high margin/mass appeal products when that happens.