Apple’s iPhone 14 design choices are no longer the range’s most controversial change, their new prices are. And now it looks like they will have a global impact…
Following Apple’s stark earning projections, senior Apple analyst Chris Caso has revealed (via 9to5Mac) that iPhone 14 prices — previously tipped to rise in the US — are now set to rise worldwide and sales may be hit as a result.
†[We] now fear that Apple may need to raise prices in local currency when new products launch in the fall, if exchange rates don’t change by then,” warned Caso. “When that’s happened in the past, rising local prices have a negative effect on unit demand.”
And this ties in with what we already know. In the US, iPhone 14 Pro and iPhone 14 Pro Max prices are expected to increase by $100 to $1099 and $1199 respectively and the iPhone 14 Max, the big-screened successor to the iPhone 13 Mini ($699), is set to cost up to $300 more than its predecessor.
But could price rises really slow the historically insatiable demand for new iPhones? In conjunction with what has leaked about the iPhone 14 range, absolutely. In terms of design, schematic leaks for iPhone 14 Pro models have already revealed a polarizing new cutout display and curvy corners. But the real risk is Apple’s decision to bring greater separation to Pro and non-Pro models by effectively stagnating 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 again and a visually identical design. Aside from the iPhone 14 Max screen size, it will be hard to tell the standard iPhone 13 and iPhone 14 models separately. They just don’t scream upgrade, especially alongside higher prices.
My personal feeling is customer demand for bigger screens will mean the iPhone 14 Max sells well, but demand for all other models is far less clear. Economic circumstances are a factor well outside of Apple’s control, but enforced price hikes could not have come at a worse time for the company’s risky iPhone 14 strategy.
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