Apple is reportedly considering a price hike for the iPhone 15 Pro
Men talk on mobile phones in front of an iPhone 14 advertisement in Kolkata on September 27, 2022.
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According to Bloomberg, Apple is considering raising the price of its high-end iPhone Pro when the new models are released this fall.
Apple usually releases new iPhones in September. As of 2019, Apple has sold the high-end iPhone Pro starting at $999 in the US and the larger-screen Max model for at least $1,099.
Now, Apple’s latest high-end models could reportedly receive a price hike that would increase Apple’s overall revenue by increasing the average selling price of a new iPhone.
Apple has not raised the prices of new iPhone models in the U.S. during the pandemic, although the company has been dealing with parts shortages and has said inflation is driving up costs for some services such as freight and parts.
Apple, however, frequently changes the prices of its products around the world in response to currency fluctuations, including last year’s iPhone 14 devices.
Apple did not respond to a request for comment.
New iPhone models may have a USB-C charger instead of the proprietary Lightning charger following new European regulations passed last year. According to supply chain analyst Ming-Chi Kuo, the new Pro models could come with titanium bodies and slimmer bezels.
The price increase could also help Apple capitalize on the latest trends in the smartphone industry. Overall smartphone shipments are down and have been for a year, but consumers still have an appetite for the best and most expensive devices, analysts say.
“While the recovery in global smartphone demand has been below expectations, it appears that the premium market (and therefore Apple) has been less affected,” Deutsche Bank analyst Sidney Ho wrote in a note on Monday.
