08/27 Update below. This post was originally published on August 24
The iPhone 15 range is expected to be Apple’s most expensive iPhone range ever, and now a further price shock has been revealed.
In a new exclusive, Digitimes sources confirm the much-discussed potential $200 price increase for the iPhone 15 Pro Max, but also state that the iPhone 15 Pro is unlikely to escape the hikes with a $100 price jump as well.
This increase was previously mooted for the Pro, but went quiet when it appeared Apple’s goal was to widen the gap between the iPhone 15 Pro and iPhone 15 Pro Max, with the latter exclusively getting the company’s first 10x optical zoom camera. It is also speculated that the iPhone 15 Pro Max could be rebranded iPhone 15 Ultra to signify this new divide.
If Digitimes is correct, the iPhone 15 range will be priced like this:
- iPhone 15: starting from $799
- iPhone 15 Plus: starting from $899
- iPhone 15 Pro: starting from $1,099
- iPhone 15 Pro Max: starting from $1,299
The iPhone 15 Pro Max price may also rise close to $2,000 if leaks about a new top tier two terabyte storage option are borne out.
Why is Apple doing this? Sales of the iPhone 14 and iPhone 14 Plus, while increasing in recent months, have largely underwhelmed. The iPhone 14 Plus is priced at just $100 less than the iPhone 14 Pro, and the difference becomes insignificant over an average two-year carrier contract. Apple carries similar profit margins across all iPhone models, so an even spread of demand works best for its supply chain.
The new prices should change this. The iPhone 15 Pro will cost $300 more than an iPhone 15, and the iPhone 15 Pro Max/Ultra will cost $400 more than the iPhone 14 Plus.
Of course, striking the right balance is difficult, but Apple will hope its relatively moderate iPhone 14 Pro-inspired upgrades for the iPhone 15 and iPhone 15 Plus (Dynamic Island design, 48MP camera, A16 chip) will contrast enough with the iPhone 15 Pro and Pro Max (super slim bezels, Thunderbolt 4 USB-C ports, faster…