6/13 update below. This article was originally published on June 10
iPhone 15 leaks have already revealed many of Apple’s biggest design changes, but fears are growing that the company will also increase prices. Now, a leading voice in the industry has confirmed those concerns.
In a new research note BarronSenior Wedbush analyst Dan Ives revealed that the iPhone 15 lineup will indeed be more affordable than current models. Then Yves appeared CNBC He reiterated that the average selling price of next-generation iPhones will increase.
Ives has a great track record here, having previously warned of a global iPhone 14 price hike, which Apple did later, but US customers survived the same increases. That is expected to change with the iPhone 15 lineup, with many analysts and insiders claiming price hikes of up to $200, especially for the iPhone 15 Pro and Pro Max models.
Ives didn’t provide an exact number, but it’s (by far) the biggest name to add weight to these price hike claims. While US buyers will be concerned about this, it is likely to be the biggest shock to international customers who could face their second consecutive large price increase.
Despite this, Ives remains bullish on Apple, raising his 12-month stock price target to $220 from $205. He believes the iPhone 15 cycle could serve as a “crowning” moment for the company, moving 235 million to 240 million units, after his research revealed that nearly 250 million iPhones had not been upgraded in more than four years, leading to A large accumulation of potential buyers. .
It remains to be seen if Apple has done enough with the iPhone 15 lineup to drive that number of sales. While widespread leaks point to the iPhone 15 and iPhone 15 Plus updating their designs, and the iPhone 15 Pro and Pro Max models adding faster processors, improved cameras and an “Action Button” as well as a widespread move to USB-C, the overall improvements are modest.
Moreover, early leaks of the iPhone 16 point to significantly more ambitious smartphones, with one influential leaker going so far as to actively discourage iPhone 15 upgrades. Combine that with the price hike, Apple’s notoriously loyal customers will be tested this year.
Update 12/06: I’ve been contacted by a reliable source who also expects Apple to increase the prices of the iPhone 15. While Ives mentions that the average selling price of next-generation iPhones will be higher, my source claims that in the US, it will likely be from During the iPhone 15 Pro and Pro Max price increase instead of the standard models.
Unlike previous leaks, which claimed increases of up to $200, my source claims a $100 increase is more likely even though Apple has not yet decided whether to raise the cost of the iPhone 15 and iPhone 15 Plus. If true, this would result in the following price breakdown:
- iPhone 15 – $799
- iPhone 15 Plus – $899
- iPhone 15 Pro – $1099
- iPhone 15 Pro Max – $1,199
The wider gap between Pro and non-Pro prices would make a lot of sense, given that standard models are increasingly based on Pro versions from the previous year. For example, iPhone 15 and iPhone 15 Plus will adopt the same design and chipset as iPhone 14 Pro and iPhone 14 Pro Max. In return, the iPhone 15 Pro and Pro Max will get an updated design, next-generation chipset, and upgraded cameras.
Given that most iPhones are also bought on long-term contracts, a $100 price increase is unlikely to dissuade professional buyers, but the wider gap could be enough to jumpstart sales of standard models, which have stagnated in recent years. So can Apple sell more iPhones by increasing prices? This is very possible.
Update 13/06: Industry analyst Jeff Bo of investment firm Haitong International Securities added his voice to those reporting that Apple will increase iPhone 15 prices.
In the investor memorandum that he viewed superchargedPu says he expects the average selling price of the iPhone 15 models to increase due to the iPhone 15 Pro Max price increase. This differs from other reports that the two iPhone 15 Pro models are expected to go up, with Apple focusing on widening the gap between the iPhone Pro and standard iPhones.
There was some speculation early last year that Apple would release the iPhone 15 Ultra to replace or even top the Pro Max at a higher price, but that model was quickly dropped. However, the iPhone 15 Pro Max will differentiate itself from the iPhone 15 Pro with a periscope optical zoom lens, a feature that Apple may deem worthy of a separate price increase.
In addition to pricing, Pu says he expects the iPhone 15 lineup to feature improved RAM performance, faster LPDDR5 rendering for standard models as well as new 48MP primary cameras with three stacked sensors. This sensor appeared on the iPhone 14 Pro and Pro Max, which is in line with the succession strategy that Apple has implemented for its entry-level iPhones in recent generations.
According to this thread, Pu says the 4nm A16 Bionic chip found in the iPhone 14 Pro and Pro Max will be used in the iPhone 15 and iPhone 15 Plus, with the next-generation 3nm A17 chip intended for the iPhone 15 Pro and Pro Max. He also confirmed that only the iPhone 15 Pro Max will have a periscope lens.
Apple’s strategy of delivering Pro features to standard models on a yearly basis makes a lot of sense from a development standpoint. However, it’s hard to get away from the fact that this makes entry-level iPhones seem like an afterthought, and the iPhone 14 and iPhone 14 Plus, in particular, have been criticized for being uninspired. It is already being charged Flatbed iPhone 15 and iPhone 15 Plus by leakers.
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