Does it come with gold? Apple intends to increase the price of the iPhone 15

The high competitiveness of the technological industry and other factors of production difficulty have increased the value of products and devices in recent times. This appears to be more impactful in new smartphonesas the market demands innovations with each launch.

One of the market leaders and the most valuable company in the world, Appleprepares the ground for the launch of its new iPhone in September this year, as usual.

However, the news may come with unpleasant news for fans and users of the brand: the increase in the price of its latest generation models.

Apple plans to increase the price of the iPhone 15

Photo: The News Minute/Reproduction.

According to information released by Bloomberg, The apple company aims to boost its earnings by increasing the prices of its newest products, including the iPhone 15.

Apple has been cautious about price increases since the pandemic, when it began to face challenges related to the shortage of parts and production materials, as well as increased shipping costs in the United States, as revealed by CNBCNorth American news website.

Almost 6 years ago, the company set an average price for its iPhone Pro models at around US$999 (R$4.7 thousand in current direct conversion). Its larger, state-of-the-art models, known as Max, cost around US$1,099 (R$5.1 thousand).

Positioning in the face of market challenges

According to analyst Sidney Ho, from Deutsche Bank, even with the drop in demand for smartphones, consumers are still willing to invest in the brand’s expensive devices. He explains:

“Although global demand for smartphones is lower than expected, the premium market [isto é, a Apple] appears to be less impacted.”

This means that, in addition to Apple increasing the value of iPhones, the company still plans to continue with a high production of devices, ordering, to date, more than 85 million products.

Even so, consumers are looking forward to the launch of the iPhone 15, which arrives with a new charger configuration — a big problem with the current models, which will be switched to a USB-C input, arriving together with the iOS 17.