The design choices of Apple’s iPhone 14 are no longer the most controversial change in the range, their new pricing is. And now it looks like they will have a global impact…
Echoing Apple’s sharp earnings forecasts, senior Apple analyst Chris Caso (via 9to5Mac) has revealed that iPhone 14 prices – which would previously rise in the US – will now rise globally and sales could fall as a result.
†[We] now fears that Apple will have to raise prices in local currency if new products are launched in the fall, if exchange rates do not change by then,” Caso warned. “If that has happened in the past, rising local prices will have a negative effect on demand for units.”
And this ties in with what we already know. In the US, iPhone 14 Pro and iPhone 14 Pro Max prices are expected to rise by $100 to $1099 and $1199, respectively, and the iPhone 14 Max, the large-screen successor to the iPhone 13 Mini ($699), will expected to be $300 more than its predecessor.
But can price hikes really slow the historically insatiable demand for new iPhones? Coupled with what has been leaked about the iPhone 14 range, absolutely. In terms of design, schematic leaks for iPhone 14 Pro models have already revealed a polarizing new cropped display and rounded corners. But the real risk is Apple’s decision to bring more separation between Pro and non-Pro models by effectively shutting down the iPhone 14 and iPhone 14 Max this year.
Breaking with tradition, Apple will give both models last year’s A15 chipset (also used in the $429) iPhone SE, last year’s cameras, 60Hz displays, and a visually identical design. Apart from the iPhone 14 Max screen size, it will be difficult to tell the standard iPhone 13 and iPhone 14 models apart. They just don’t scream for upgrades, especially next to higher prices.
My personal feeling is that customer demand for larger screens will make the iPhone 14 Max sell well, but the demand for all other models is much less clear. Economic conditions are a factor beyond Apple’s control, but forced price increases couldn’t have come at a worse time for the company’s risky iPhone 14 strategy.
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