07/09 Update below. This post was originally published on July 07
Consensus is growing regarding Apple’s biggest iPhone 15 and iPhone 15 Pro upgrades, but one area of contention continues: pricing. While fears remain that Apple will increase prices for all iPhone 15 models, the latest leak is bad news for anyone interested in Apple’s flagship model.
According to a leaked report seen by AppleInsider, influential Haitong International Securities tech analyst Jeff Pu reveals that the iPhone 15 Pro Max will be the most expensive iPhone Apple has ever released.
Pu doesn’t name a price, but rises of up to $200 have been rumored for iPhone 15 Pro models for some time. For the iPhone 15 Pro Max, this would mean a price breakdown as follows:
- iPhone 15 Pro Max, 128GB — $1,299
- iPhone 15 Pro Max, 256GB — $1,399
- iPhone 15 Pro Max, 512GB — $1,599
- iPhone 15 Pro Max, 1TB: — $1,799
While these prices may shock, US buyers have gotten off lightly in recent years thanks to the strength of the dollar, but worldwide inflation has resulted in multiple price hikes for international buyers in recent years, and increases domestically were inevitable sooner rather than later. International buyers may also be hit again.
Pu’s report aligns with similar information from Wedbush analyst Dan Ives, who told CNBC last month that the average selling price for next-gen iPhones will increase. Like Pu, Ives didn’t provide specific pricing, so it is unclear whether prices will increase across the range or be limited to Pro models.
According to my sources, both iPhone 15 Pro models are likely to see increases as Apple continues its broader product strategy of widening the gap between its Pro and non-Pro devices. Their move to a leaked titanium chassis will be a factor, while the iPhone 15 Pro Max will exclusively feature a new periscopic optical zoom lens, a long-awaited feature too thick to fit inside the smaller Pro.
Beyond pricing, Pu adds that he expects the iPhone 15 range to begin mass production in August, with 84 million units produced during 2023.
Despite still being the subject of rumors, the iPhone 15 range has already come in for criticism for being “too mediocre of an upgrade.” This is because the iPhone 15 and iPhone 15 Plus are expected to do little more than copy the iPhone 14 Pro and Pro Max Dynamic Island Design and adopt their A16 chipset and 48-megapixel primary camera.
There will be bigger upgrades for the iPhone 15 Pro and Pro Max with the titanium chassis, super thin bezels, upgraded UWB, a next-gen 3nm A17 chipset, and a customizable solid-state Action button that replaces the mute switch. All iPhone 15 models will also adopt USB-C.
Will the combination of modest upgrades and higher prices be enough to put off potential upgraders? Given that similar accusations were made of the iPhone 14 range last year and phones still flew off shop shelves, I suspect not. That said, Apple may be a little more ambitious in 2024…
07/09 Update: Apple’s expected price hikes are unlikely to leave iPhone 15 Pro buyers feeling good, but they may be due an unexpected upgrade. While my sources shot down reports of a major increase in iPhone 15 battery capacities last week, reliable insider Unknownz21 has told me that buyers may see battery life increases of up to 10% via software and hardware efficiencies.
“I don’t expect any major improvements – the batteries I’ve seen in testing appear to be similar to the 14 series, both in terms of design and capacity,” explained the leaker. “An improvement of around 10% might be possible, just as another reason for people to upgrade, but I wouldn’t expect anything beyond that.”
This aligns with information I have received from two other anonymous sources. Neither was happy to put a percentage on the increase, but both stressed that Apple is looking at ways to increase the battery life of its iPhone 15 Pro models, in particular.
Why Pro models? Two factors. First, Apple continues to look for Pro-model differentiators as part of its broader strategy of increasing the gap between all its Pro and non-Pro products, something which justifies their widening price gaps.
Second, iPhone 15 Pro models will feature Apple’s next-gen 3nm fabricated A17 chip. Compared to the 5nm A16 used in the iPhone 14 Pro and Pro Max, the A17 can run faster, cooler and more efficiently. Apple will have to decide what balance to strike between increased performance and increased battery life, but it is logical that any battery gains will stem from this.
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