New Apple Leak Reveals iPhone 15 Price Shock

01/09 Update below. This article was originally published on 07 January

The price of the iPhone 15 is going up, not down, as expected, according to the latest news. In a move that is sure to shock even cash-strapped Apple fans.

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Writing for HowToiSolve, LeaksApplePro, an anonymous leaker, added to the credibility by saying last week that Apple will “release” the price of the iPhone 15. The main difference is that the violence was considered to be the lower price of the iPhone 15 and iPhone 15 Plus in order to recover the sales that were not worth it. Instead, LeaksApplePro claims that Apple will make the iPhone 15 Pro and iPhone 15 UItra unreachable.

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“If the sales of the iPhone 14 Plus are so bad, what is Apple planning to do with the iPhone 15 Plus to prevent this from happening? The answer is simple: nothing,” explained the attacker. Apple will release the iPhone 15 Plus with the other 3 models, and it will not change as expected. The price will be the same, the size will be the same, and so on. What Apple will do is generate more sales by raising the price of the iPhone 15 Pro.

If true, this move will shock iPhone fans who have already faced significant price increases internationally, and LeaksApplePro believes that these changes will also affect American consumers.

“This is something that was expected last year and Apple decided not to do it, but rising production costs, inflation and declining profits are already starting to kill them,” he added.

01/09 Update: LeaksApplePro contacted me to warn that the iPhone 15 Pro and iPhone 15 Ultra price increases may be limited to the US. The explanation that the increase in the price of the previous iPhone in the international arena was “due to currency fluctuations, not because Apple decided to remove them in these countries.”

In short: Apple may not see price increases in Europe, Asia, South America and Australasia if prices increase. This is despite the strength of the US dollar pushing the price of the iPhone 14 in these countries up by 10-20%. As a result, the increase in the price of the calculation, according to LeaksApplePro, will be in addition to the adjustment of the price of currency fluctuations.

To put this in context, there was an average increase of €170 ($182) for the iPhone 14 Pro model in Europe, leaving an increase of around €100 ($107) for the iPhone 15 Pro European buyers (who have been waiting). two release cycles to upgrade), paying $300 more for the iPhone 15 Pro than the iPhone 13 Pro. Even spread over the price of a 2-year contract, which starts to bite.

If true, it’s a ruthless way for Apple to address what many see as the biggest problem with the iPhone 14 Plus: its value proposition. For $100 more, iPhone 14 Pro buyers get higher quality build materials, a better camera system, a higher screen (with Dynamic Island), and a faster display. Spread over a 2-3 year carrier contract, the additional cost is negligible.

In many ways, this is typical Apple: fix the problem, but only on condition. The iPhone 14 Plus model is not too expensive, the iPhone 14 Pro model is less expensive. It is also in line with the company’s strategy of making the Pro versions of the iPad, MacBook and Mac more expensive than the standard models.

The result is a price that can create a $300 gap between the same size Pro and non-Pro models:

  • iPhone 15 – starting at $799
  • iPhone 15 Plus – starting at $899
  • iPhone 15 Pro – starting at $1099
  • iPhone 15 Ultra – starting at $1199

Given the closure of the Apple ecosystem and rumors of eye-opening upgrades for the iPhone 15 Ultra (including a titanium chassis and dual front cameras), the general appeal should hold. In addition, many argue that only Apple can solve the problem of sales by increasing the price.

Well played, Apple. Well played.

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