Apple’s next iPhone 15 Pro and iPhone 15 Pro Max are likely to be more expensive than previous Pro models, according to Jeff Pu, a technology analyst at Hong Kong-based investment firm Haitong International Securities, in a research note published this week. The reason is rumored hardware upgrades such as a titanium frame, a solid-state button with additional Taptic engine haptic feedback, the A17 bionic chip, larger RAM, and a periscope lens for improved optical zoom, to name a few. This is the second rumored price hike for the iPhone 15 Pro model after an unconfirmed report on Chinese social media site Weibo in January, but it remains to be seen whether Apple will ultimately increase the price of these devices.
Since the launch of the iPhone X in 2017, Pro models have started at $999, while since the launch of the iPhone XS Max the following year, the Pro Max has started at $1,099. However, Apple has raised the price of the iPhone several times outside the US in recent years, largely due to currency fluctuations. In the UK, for example, the iPhone 14 Pro starts at £1,099, while the iPhone 13 Pro starts at £949. Given the above-average rate of inflation, rising prices in the United States are justified. Apple has managed to keep the starting price unchanged for six generations of Pro models, but it may eventually have to raise prices in order to maintain profit margins. It’s unclear whether the standard iPhone 15 and iPhone 15 Plus will also cost more than the iPhone 14 and iPhone 14 Plus, which start at $799 and $899, respectively.
Apple is expected to launch the iPhone 15 series as scheduled in September, according to reports. All four devices are rumored to feature USB-C ports, Smart Island, and a slightly curved frame, while the Pro models are rumored to have more than 10 additional features and changes.
All that said, while the price of the iPhone 15 Pro and iPhone 15 Pro Max may go up, that doesn’t mean it will go up for all models. Apple considers a number of factors when deciding price, including hardware upgrades and inflation.