iPhone 15 Pro and Pro Max models are expected to get a price hike

According to A new report by BloombergApple is reportedly planning to increase the price of its upcoming iPhone 15 Pro and Pro Max models in a bid to boost revenue during an expected decline in smartphone sales.

The publication claims that Apple is aiming to produce around 85 million iPhone 15 units this year, which isn’t too far off. 90 million iPhone 14 units The company is said to have made the request to its suppliers last year. Essentially, Apple is hoping it can produce the same number of devices but keep its revenue high by increasing the price of its more expensive iPhone models (despite things like ongoing inflation and lower demand for consumer technology), according to “people familiar with the matter”.

Apple may face an uphill battle to achieve its goals. company is alleged facing production issues With the display panels of the iPhone 15 Pro and Pro Max, this could affect how many units will actually be available at launch. Apple also reportedly canceled plans Increase production of iPhone 14 An additional 6 million units grew last year as demand failed to meet the usual increase during the holiday season. according to a IDC report Published in May, global smartphone shipments are expected to decline by 3.2 percent in 2023, although the market is expected to begin a recovery sometime next year.

For context, the iPhone Pro and Pro Max models have launched since the introduction of the iPhone 11 Pro in 2019 with starting prices of $999 and $1,099, respectively. However, there is no information on how much this price could increase. 9to5Mac Claim Pricing for the standard iPhone 15 and iPhone 15 Plus will remain in line with previous generation releases ($799 and $899, respectively).

Of course, Apple still needs it Sell It is producing iPhones to increase revenue, but the company is confident that this will not be an issue. Apple CEO Tim Cook suggested during an earnings call in February that price hikes would not deter iPhone customers from buying the company’s flagship offerings, claiming, “I think people are really ready to buy the best in the category that they can afford.”