William Gallagher
Apple is reportedly looking to keep iPhone shipments steady year-over-year, and is looking to increase its revenue by raising the price of the iPhone 15 Pro models.
Before the COVID pandemic and then during chip supply problems in China, Apple had been tending to produce 90 million iPhones annually. For each of the last two tumultuous years, it has been ordering around 85 million, and now Bloomberg says that's the new target for 2023 too.
Unspecified sources said to be familiar with the plans also say that Apple is looking to increase its revenue from iPhone sales by raising the price of the Pro models. This backs up recent rumors that have suggested the iPhone 15 Pro Max may be the most expensive iPhone ever.
The sources said that the mix of iPhone orders has changed slightly, with Apple deciding to make 2 million fewer of its lowest-cost forthcoming model. That's presumably the base iPhone 15, and the cut is reportedly related to production difficulties with its CMOS sensor.
There is also said to be a small issue with new displays for the iPhone 15 Pro, as recently reported. However, Bloomberg says that these issues are expected to be resolved quickly, and not have an impact on the final shipping volumes or dates.
Apple is also said to be increasing its order for the iPhone 15 Pro models to compensate for the reduction in the base model orders.
Andrew Orr
Amber Neely
Christine McKee
AppleInsider Staff
17 Comments
Yeah right, well if that is the case i will stop buying their phones. The improvements year of year are so small and the prices are going to the roof every year. So count me out. The current pro and pro Max are €1300 and almost €1500 euro!!! So i skipped my update, if this is going to be even more this year then prices are going to be insane for just a phone. I have no problem with the eco system as i have my own NAS and a very speedy internet connection.bye bye
Should not go up in price.
Electronics, should drastically improve quality and drop price.
This is ridiculous. Don't think I will get one.
In the Apple world, you pay to play since day one.
The top computer model in 1991 was the IIfx with the 68040 processor. With 32K of memory, a 80 MB internal hard drive, dual floppy drives and a top model video card with a 21" color Radeon monitor, the price was over $10,000 in 1991 dollars. My M1 MacStudio Ultra with 128GB of ram and a 8TB SSD coupled with two Studio displays cost just under $10,000 2022 dollars.
That $1.00 in 1991 would have the purchase power of $2.24 today.
So Apple has held the US price steady for the top model iPhones of several years while we just went through lots of inflation. Even a 5% increase in price would be in line with inflation for the last three or four years.
Apple is a business responsible to the shareholders, not the customers. There are many USA folks that consider their iPhone a necessity and are willing g to pay for the best model. Those not flush with cash have access to the non-pro models or the top models for several years past that get a "new" warranty when purchased.
The potential customer's ability to pay is not Apple's responsibility. If the price it too high, the sales of the top models will falter. History shows the best sellers are the two top models every year.
Android has caught up to iOS. The phones run perfectly now with zero hiccups. I also like the fact that I can program my phones to do whatever automation I want. Something Apple limits. Which is done purely for profit. Goodbye Apple