As the anticipation builds for Apple’s upcoming iPhone 15 lineup, certain aspects of the devices still generate conflicting opinions, particularly when it comes to pricing. Concerns loom over the possibility of price hikes across all iPhone 15 models, and a recent leak delivers disappointing news specifically for those eyeing the flagship variant.
A leaked report, obtained by AppleInsider, unveils insights shared by esteemed tech analyst Jeff Pu from Haitong International Securities. Pu’s revelations indicate that the iPhone 15 Pro Max is poised to become the most expensive iPhone ever introduced by Apple.
While Jeff Pu does not disclose a specific price, rumors have persisted for some time suggesting potential increases of up to $200 for the iPhone 15 Pro models. If these rumors hold true, it would result in the following price breakdown for the iPhone 15 Pro Max:
- 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
Insights and Criticisms
While these price points may come as a surprise, buyers in the United States have experienced relatively favorable conditions in recent years due to the strength of the dollar. However, international buyers have faced multiple price hikes due to global inflation, and it was only a matter of time before domestic prices would see an increase as well. This could potentially impact international buyers once again.
Jeff Pu’s report aligns with information from Wedbush analyst Dan Ives, who stated last month that the average selling price of the next-generation iPhones will rise. Similar to Pu, Ives did not provide specific pricing details, leaving uncertainty regarding whether the price increases will be across the entire range or limited to the Pro models.
According to information received, it is likely that both models of the iPhone 15 Pro will experience price increases, aligning with Apple’s broader product strategy of creating a larger distinction between its Pro and non-Pro devices. The adoption of a leaked titanium chassis will be a contributing factor, while the iPhone 15 Pro Max will exclusively feature a highly anticipated periscopic optical zoom lens that is too large to fit into the smaller Pro model.
In addition to pricing considerations, my sources indicate that mass production of the iPhone 15 lineup is expected to commence in August, with a projected production volume of 84 million units throughout 2023.
Despite ongoing rumors, the iPhone 15 range has already faced criticism for being perceived as a “mediocre upgrade.” This sentiment stems from the expectation that the iPhone 15 and iPhone 15 Plus will largely replicate the Dynamic Island Design of the iPhone 14 Pro and Pro Max, while incorporating the A16 chipset and a 48-megapixel primary camera.
Future of iPhone 15 Pro
The iPhone 15 Pro and Pro Max are set to receive significant upgrades, including a titanium chassis, ultra-thin bezels, enhanced UWB (Ultra-Wideband), a next-generation 3nm A17 chipset, and a customizable solid-state Action button that replaces the traditional mute switch. Furthermore, all iPhone 15 models will adopt the USB-C standard.
Considering the combination of moderate upgrades and higher prices, one might wonder if potential upgraders will be deterred. However, similar concerns were raised about the iPhone 14 range last year, yet the phones still flew off the shelves. Therefore, it is unlikely that these factors alone will dissuade customers. That being said, Apple may have even more ambitious plans in store for 2024.
This information is consistent with what I have been informed by two additional sources who have requested anonymity. While they did not provide specific figures, they emphasized that Apple is actively exploring methods to enhance the battery life of its iPhone 15 Pro models, placing particular focus on these devices.
Why specifically target the Pro models? Two factors come into play. Firstly, Apple remains committed to establishing distinct features for its Pro models, aligning with their overarching strategy of creating a greater differentiation between all Pro and non-Pro products. This approach serves to justify the expanding price disparities between the two categories.
Additionally, the iPhone 15 Pro models will incorporate Apple’s cutting-edge next-generation 3nm fabricated A17 chip. This chipset offers several advantages over the 5nm A16 chip found in the iPhone 14 Pro and Pro Max, including increased speed, improved thermal management, and enhanced efficiency. Apple will need to strike a balance between heightened performance and improved battery life, but it is reasonable to assume that any battery gains will stem from the utilization of this advanced chip.
The upcoming iPhone 15 lineup is expected to bring significant enhancements, including a titanium chassis, thinner bezels, upgraded UWB, a next-gen 3nm A17 chip, and a customizable solid-state Action button. While pricing concerns persist, Apple aims to differentiate its Pro models and improve battery life. With these advancements, the iPhone 15 series holds promise for Apple enthusiasts.