We already warned about this exactly three months ago: Not even a miracle could stop the price of the iPhone 14 from rising. And a lot. Indeed, it has. The iPhone 14 starts at 1,009 euros and the iPhone 14 Pro starts at 1,319 euros.
The reasons for this price increase are varied, whether they seem better or worse to us, more plausible or overused, and they are now leaving us. some newer iPhones are less accessible than before, especially on Pro modelsWhat they mean for Apple’s sales and to what extent they erode them will have to be seen in the coming months.
From inflation to static shine
Firstly, Apple has had five generations in a row keeping prices on the iPhone “Pro” or equivalent: X, Xs, 11 Pro, 12 Pro and 13 Pro from 1,159 Euros. The same goes for the Max models we’ve had since 2018, starting at 1,259 euros. It’s true that the increase in 2017 was huge, but it’s also true that it’s not unusual for prices to hold steady for this long. That means the iPhone has literally gotten cheaper every year for the past five years.
Second, the euro fell almost 20% in one year against the dollar. After many years, it reached parity. It devalues Apple’s profits in the euro zonebecause it is an American company that converts its revenue into dollars.
Third, the years of negative rates and practically nonexistent inflation are over. The cost of living has increased by 10%, and tech companies have adapted. Some more than others. Sony has announced that it will raise the price of the PlayStation 5 by 10% and will do the same with Prime, despite Amazon’s in its case 39%. Apple increased the price of the MacBook Air M1 by 90 euros after about a year and a half on the market.
In the case of the recent rise of high-end models, in 2017, some of the increase was explained by factors unique to Apple and that generation.that of the iPhone X, which released a design language, replaced Touch ID for Face ID with the addition of a more complex and expensive module; and combined an OLED panel for the first time in an iPhone.
The new cheaper iPhone has increased its price by 11% compared to its predecessor. The most expensive, 16%.
In this presentation We have not seen intergenerational changes at this level, which is a much more continuous pattern.. It brings the same Touch ID module (redesigned, miniaturized and integrated into the interface called Dynamic Island, yes); a panel that is still OLED has not switched to miniLED; and the same design language has only changed since 2020 with the transition to straight edges.
This year’s iPhones broke the price record within the brand. There have been some rumors in recent months talking about increases of around €100 per model, and some of us have already dared that this increase will be lower than expected, as neither the negative exchange rate nor inflation was offset by this increase. It was and now We have prices that increase between 11% and 16% from one generation to the next.
Perhaps the least expected detail, iPhone 13 keeps its price compared to its launch. Contrary to tradition, they did not become cheaper after the presentation of their successors, and Apple continues to sell them for 809 euros for 13 minis (rest in peace, mini) and 909 euros for 13 regulars. .
Although Apple has gone from extreme to average in terms of high-end terminals in recent years, this market has exploded in Android as well, accustoming us to terminals over 1,000 euros (even 2,000 in case of folding); this is a pitcher of cold water for ascension buyers. Not before, pocket less stings.