New Apple Exclusive Reveals iPhone 15 Price Shock

The iPhone 15 line-up is looking red hot: updated designs, a massive performance leap, and USB-C for every model. But will Apple blow it at the finish line?

A new report from Hai tong International Securities tech analyst Jeff Pu (via Macromer's), claims Apple will increase prices for the iPhone 15 Pro and iPhone 15 Pro Max worldwide. Pu cites hardware upgrades, including a new titanium chassis, solid-state volume and mute buttons, the barnstorming A17 chip, increased RAM and a periscope zoom lens as the primary drivers.

The analyst is the most recognized name yet to throw his weight behind talk of price rises after recent leaks claimed the iPhone 15 Pro and Pro Max may increase by as much as $200 each. Assuming the same storage options, this would result in the following price points:

PRICE:

iPhone 15 Pro: $1,199 (128GB), $1,299 (256GB), $1,499 (512GB), $1,699 (1TB)

iPhone 15 Ultra: $1,299 (128GB), $1,399 (256GB), $1,599 (512GB), $1,799 (1TB)

Interestingly, this would open a massive $400 gap to the iPhone 15 (from $799) and iPhone 15 Plus (from $899), as standard iPhone models are expected to be unchanged. It might also be genius.

The reason for this is carrier contracts. Most iPhones are sold on contract and a $200 price increase, while a shock for buyers, would be relatively easy to swallow when spread over a 2-3 year contract.

On the flip side, the price rises could really help standard models look more affordable, especially the iPhone 15 Plus, which will become the only relatively affordable big-screen iPhone. After all, bridging $400 is a lot, even on a multi-year contract.

Of course, the price increase could be smaller. $200 is the maximum number to have been mentioned, but the principle would remain the same at $100: it doesn’t price out Pro buyers, but it might win a whole new audience for standard models.

More sales through higher prices? It’s just the sort of thing Apple might try... and pull off.