“I think people are willing to really try hard to get the best they can afford in that category.” These were the words used by the CEO of Apple, Tim Cook, to answer a question on the average increase in iPhone prices that was asked during the usual earning call on the sidelines of the publication of the latest financial results.
This response, as noted by the Bloomberg reporter, Mark Gurman, could be “rather significant” as regards the future of the Cupertino company. Indeed, Apple probably considers “sustainable” the increase in the average selling price of the iPhone and raising the bar even further with the iPhone 15s shouldn’t be a big deal. Suffice it to say that in just a few years we have gone from the 1,359 euros needed in 2017 for an iPhone X with 256 gigabytes of storage space to the 2,139 euros of an iPhone 14 Pro Max with 1 terabyte.
Tim Cook has not openly said that Apple is preparing to further increase the prices of the iPhone but, in a certain sense, he has “put his hands forward” suggesting that many consumers would certainly be willing to spend more to buy even more expensive iPhones , especially if they offer unique new features.
And precisely in this sense, the hypotheses of a high-end iPhone 15 that could have unique functions that will distinguish it from the Pro models which, in turn, already with the iPhone 14 have already further increased the gap from basic models. Materials, processors and cameras are the characteristics with which this differentiation could be exercised. On the material side, we talk about the use of titanium; on the camera side, however, the presence of a periscopic lens for a more powerful optical zoom is being assumed.
In recent months there has been talk of an iPhone 15 range consisting of two base models, a classic iPhone 15 Pro and a Pro Max model with a periscope camera that could be called Ultra, a name that Apple has already used on the Apple Watch. In recent days, however, the hypothesis of an Ultra model to add to the two Pro modelsprobably already this year or at the latest by 2024. A similar approach has already been adopted by Samsung with its Galaxy S range which sees two high-end models flanked by an Ultra model with periscope and stylus.
