The iPhone 15 lineup looks like it’s going to be a hit, with updated designs, a huge jump in performance, and USB-C on every model. But will Apple mess up right at the end?
A new report from tech analyst Jeff Pu at Haitong International Securities (via MacRumors) says that Apple will raise the prices of the iPhone 15 Pro and iPhone 15 Pro Max around the world. Pu says that the main reasons are changes to the hardware, such as a new titanium chassis, solid-state volume and mute buttons, the barnstorming A17 chip, more RAM, and a periscope zoom lens.
Leaks have said that the prices of the iPhone 15 Pro and Pro Max may go up by as much as $200 each. The analyst is the most well-known person to say that prices may go up. Using the same options for storage, this would lead to the following prices:
- iPhone 15 Pro: $1,199 (128GB), $1,299 (256GB), $1,499 (512GB), $1,699 (1TB)
- iPhone 15 Ultra: $1,299 (128GB), $1,399 (256GB), $1,599 (512GB), $1,799 (1TB)
Since standard iPhone models are expected to stay the same, this would leave a huge $400 gap between the iPhone 15 (starting at $799) and the iPhone 15 Plus (starting at $899). It could also be very smart.
This is because of contracts with the carriers. Most iPhones are sold on contracts, and even though a $200 price hike would be a shock to buyers, it wouldn’t be too hard to deal with if it was spread out over a 2-3 year contract.
On the other hand, the price hikes could make standard models seem more affordable, especially the iPhone 15 Plus, which will become the only big-screen iPhone with a price that is still relatively low. After all, $400 is a lot, even on a contract for more than one year.
The price hike could, of course, be less. The most that has been said is $200, but the idea would still be the same at $100: it wouldn’t put off Pro buyers, but it could bring in a whole new audience for standard models.
If prices go up, will there be more sales? It sounds like something Apple might try… and succeed at.
Update: There is a lot of discussion online about the claim that the prices of the iPhone 15 Pro and Pro Max could go up by as much as $200. Historically, Apple has kept price increases in the US to no more than $100, unless the company is introducing a new storage level or line, like the $999 iPhone X in 2017.
A trusted source in the business world told me that Apple is thinking about breaking this pattern because of inflation, customer demand, and long-delayed price hikes in the US market.
Apple has been fighting inflation for a while by raising prices sharply in other areas. The strength of the dollar abroad has helped them do this. On the other hand, the company was surprised by how much people wanted the iPhone 14 Pro and Pro Max models, and the prices are now seen as too low when they are spread out over a few years. Because of this, sales of the iPhone 15 and iPhone 15 Plus have been hurt.
We don’t know if Apple will risk a $200 price hike or not. I would bet that the company will only raise the price by $100. But if Apple goes up, you now understand why.