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Prices are expected to increase compared to last year’s models


A customer holds a new green Apple iPhone 13 pro shortly after it went on sale inside the Apple Store on 5th Avenue in New York, March 18, 2022.

Mike Segar | Reuters

Apple will announce its latest hardware products, including new iPhone 14 modelsat Wednesday’s launch event, and analysts say customers will pay more for higher-end models this year.

Bernstein analyst Toni Sacconaghi said in a note on Tuesday that Apple will likely increase the price of its iPhone 14 Pro models by $100 compared to last year’s iPhone 13 Pro. That opinion was echoed in notes from JPMorgan and Credit Suisse.

Apple’s iPhone 13 Pro starts at $999 while the iPhone 13 Pro Max, which has a larger screen, starts at $1,099.

Sacconaghi said Apple is likely to retire the $699 iPhone 13 mini and replace it with a larger and more expensive iPhone 14 Max, which he says will cost around $899. The iPhone 14 Max could help Apple increase the average selling price of its iPhones by offering a much larger screen that has been reserved for more expensive iPhone Pro Max models. Apple is also expected to sell a standard iPhone 14 with a screen the same size as the iPhone 13.

Credit Suisse analysts said they will monitor whether the price increase has an impact on demand in countries where the US dollar strengthens.

“While we expect some pressure, we believe the increase in installment plans will mitigate the impact significantly as customers will only need to,” said Credit Suisse analysts. pay a few extra dollars per month per device.”

Analysts at JPMorgan predict price increases for iPhone 14 Pro models because of inflation and supply chain pressures, but they do not expect Apple to raise prices for iPhone 14. Analysts say the increase Price will be more important for corporate wearables like the Apple Watch.

“Price is a key point in a difficult macro that includes inflationary pressures and drag on consumer spending, but we believe it’s more important for Wearables that are seen by consumers as more discretionary purchases than the iPhone”. .



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