Apple iPhone 15 Pro, Apple iPhone 15 Pro Max prices, key features
Apple Inc. has subtly implemented a long-awaited price increase for its iPhones, aiming to generate more revenue from consumers without causing sticker shock. The company made this move on Tuesday by raising the price of only one iPhone model, the top-tier Pro Max, by $100 to a new price of $1,199, while keeping the prices of the other three new versions unchanged. Additionally, the more expensive model now offers twice the storage capacity, allowing Apple to argue that it isn’t a straightforward price hike.
This approach aligns with Apple’s strategy of being cautious in a climate where consumers are concerned about inflation. Instead of making significant adjustments to its pricing, Apple is introducing innovative features and enhancements to its high-end iPhones, including improved zoom lenses and titanium frames, to encourage customers to consider higher-value options.
Apple is maintaining the price of the base model iPhone 15 at $799, while the starting Pro model will continue to be priced at $999, a figure that initially drew attention when it was introduced with the iPhone X in 2017.
The price increase is relatively modest, with the initial Pro Max model being around 10% pricier than the least expensive iPhone 14 Pro Max, primarily due to the inclusion of 256 gigabytes of storage, up from the previous 128 gigabytes.
What’s noteworthy is that Apple hasn’t raised the prices of its higher-capacity iPhone 15 Pro Max models. The version with 512 gigabytes of storage remains at $1,399, and the one with 1 terabyte is still priced at $1,599. However, Apple can still achieve improved profit margins because the cost of storage has decreased.
It’s worth noting that Apple is implementing more significant price hikes in international markets. In Canada, the iPhone 15 Pro will see a $50 increase in price, while the Pro Max will become $200 more expensive. In India, the Pro Max will witness an approximate 14% price increase.
Conversely, some countries will experience a price reduction. In the UK, both the iPhone 15 Pro and Pro Max are £100 ($125) cheaper compared to their predecessors.
