What if ultimately, the most important announcement of the 2023 keynote was not the introduction of the brand new A17 Pro processor which equips the iPhone 15 Pro and Pro Max, nor even the tetraprism telephoto lens or the addition of connectivity universal USB-C, but rather the new pricing positioning practiced by Apple.
A drop of 8% for the iPhone 15 Pro
After several years of constant increases, the American firm has finally decided to lower the price of its iPhone 15.
All models are affected with price adjustments ranging from 3% to 8% depending on the version. This is obviously excellent news for future buyers, even if this reduction must be qualified somewhat, because iPhone prices literally exploded last year. The iPhone 14 (128 GB), for example, saw its price rise by €110, thus exceeding the symbolic bar of €1,000.
Credit photo : Apple
Apple does not justify this reduction, we can nevertheless put forward several avenues such as conquering new market shares, supporting demand while inflation impacts household budgets or simply readjusting the price of this cash machine which had become too high by relation to the competition. In any case, this should not reduce the company’s excellent margins too much.
Evolution of the price of the iPhone 15
- iPhone 15 – 128 GB: €969 (-€50 compared to the iPhone 14)
- iPhone 15 Plus – 128 GB: €1,119 (-€50 compared to the iPhone 14 Plus)
- iPhone 15 Pro – 128 GB: €1,229 (-€100 compared to the iPhone 14 Pro)
- iPhone 15 Pro Max – 256 GB: €1,479 (-€130 compared to the iPhone 14 Pro Max)