Against the background of a scenario of unfavorable forecasts for the smartphone market apple plans a bold strategy to increase revenue. According to a recent report published by Bloomberg, the apple giant considering price increase from long-awaited releases iphone 15 pro This iPhone 15 Pro Maxbetting on consumer preferences for luxury models.

According to the information found by the publication, Apple has set itself an ambitious goal of releasing about 85 million iPhone 15 units during this year. The company is aiming for a number close to what was achieved last year when it asked its suppliers to produce 90 million iPhone 14s. The challenge is to keep revenue high, especially in the face of ever-increasing inflation and less strong demand for consumer technology. To achieve this goal, the company is betting on raising prices for the most sophisticated models of its smartphones.

Despite Apple’s confidence in its forecasts, the path to achieving its goals may be fraught with obstacles. The company is reportedly experiencing production issues with display panels designed for the iPhone 15 Pro and Pro Max, which could impact device availability at launch. In addition, the data indicates that Apple had to abandon plans to expand production of the iPhone 14 by another 6 million units last year due to the lack of a traditional increase in demand during the holiday season.

The broader backdrop of declining smartphone sales also poses a major challenge. According to an IDC report published in May, global smartphone shipments are expected to decline by 3.2% during 2023, although the market is expected to recover next year.

Price Specification

So far, no details have been released about the meaning of the increase planned by Apple for the iPhone 15 Pro and Pro Max. However, the standard iPhone 15 and iPhone 15 Plus models are expected to be priced the same as previous generation models, which retail for $799 and $899, respectively, according to the 9to5Mac website.

Apple CEO Tim Cook sounded confident during an earnings call in February, suggesting the price increase would not alienate buyers from the company’s luxury iPhones. According to Cook, consumers are willing to invest to get the best product within their budget.

Apple’s decision to raise prices on its luxury iPhones is a bold bet that piques the market’s curiosity about consumer behavior in the face of these changes. Now it remains to wait for the launch of the iPhone 15 Pro and Pro Max and follow the development of this strategy to see if the company will achieve the desired result and maintain its prominent position in the competitive smartphone market.

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Source: Bloomberg.

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