December 4, 2023

Apple will hold the identical costs for its iPhone 14 fashions from final yr regardless of the U.S. going through scorching scorching inflation.

The pricing choice, revealed Wednesday throughout Apple’s first in-person product occasion in three years, got here as a light shock. Many analysts predicted Apple would ask its religious clients to pay as a lot as 15% extra to assist offset rising prices for a lot of parts.

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AAPL APPLE INC. 189.25 +1.19 +0.63%

The usual iPhone 14 will include a price ticket of $799, whereas the iPhone 14 Plus and the iPhone 14 Professional will probably be $899 and $999, respectively. The iPhone 14 Professional Max’s worth will begin at $1,099. All the fashions will probably be out there, beginning Sept. 16, besides the iPhone 14 Plus, which turns into out there Oct. 7.


The brand new iPhone fashions will probably be powered by a 5-core GPU and the A16 Bionic chip. Different options embody a sturdy ceramic protect entrance cowl, higher cameras, crash detection and emergency SOS through satellite tv for pc.

Preorders start Friday with availability for the iPhone 14 starting Sept. 16 and iPhone 14 Plus starting Oct. 7. (Apple)

With inflation nonetheless hovering at its highest stage in 40 years, shoppers have curbed their spending on many discretionary gadgets. That’s seemingly contributing to a current decline in smartphone gross sales, though the iPhone has fared much better than competing Android gadgets.

In line with the newest Labor Division information, the buyer worth index rose 8.5% in July from the prior yr, a determine decrease than the 8.7% determine forecasted by Refinitiv economists. The favored inflation gauge slowed that month, although costs remained close to a 40-year excessive.


By maintaining iPhone costs the identical, Apple faces the potential danger of undermining its income if inflation drives up its personal prices. It’s successful that the corporate may simply afford, given it has reaped $44 billion in income by way of the primary half of this yr.

Apple may additionally find yourself fattening its backside line if extra shoppers seeking to improve their cellular gadgets gravitate to the high-end Professional and Professional Max fashions, which generate larger revenue margins than the cheaper fashions.

Different gadgets Apple launched at its “Far Out” occasion embody the Apple Watch Sequence 8 and the second technology of AirPods Professional. The beginning worth for the brand new Apple Watch — $399 — and the AirPods Professional — $249 — additionally remained flat from final yr’s variations.

Second generation AirPods Pro

Preorders for the second-generation AirPods Professional will start Sept. 9 with availability in shops Sept. 23. The AirPods Professional will value $249.  (Apple)

The tech big additionally unveiled the Apple Watch Extremely, a brand new smartwatch geared towards athletes and outside fanatics.

The Apple Watch Extremely affords a mess of recent options “constructed for endurance, exploration and journey” and comes with a $799 price ticket, the tech big mentioned in a press launch. Notably, it has a brand new shiny orange motion button that provides fast entry to options geared towards diving, operating, backpacking and different athletic pursuits.

Apple Watch Ultra

The Apple Watch Extremely will value $799 and be out there Sept. 23. (Apple)


Apple’s “Far Out” occasion was held simply someday after Google, one of many tech big’s opponents, introduced its personal first-ever smartwatch, which is ready to launch Oct. 6.

The Related Press contributed to this report.