Apple Hikes Prices for iPhone 15 in Key Markets, Including China and India, While Keeping Prices Steady in the U.S.

Apple Raises Prices for iPhone 15 Models in Key Markets


Apple has recently increased the prices of its latest iPhones in important markets such as China, Japan, and India. This move comes as Apple aims to boost growth amidst a slowdown in the smartphone market, while focusing on premium users in countries like India.

Rising Prices in China

In China, which represents almost 20% of Apple’s total sales, the company raised prices for most of the iPhone 15 models. While the base versions of the iPhone 15, iPhone 15 Plus, and iPhone 15 Pro Max remained the same, Chinese customers will now pay more for higher storage options.

Hiked Prices in India

In India, Apple maintained the prices for all versions of the iPhone 15 and iPhone 15 Plus, but increased the prices for the iPhone 15 Pro and Pro Max models. For example, the iPhone 15 Pro now starts at 134,900 Indian rupees ($1,627), which is a 5,000 rupee or approximately $60 increase compared to the iPhone 14 Pro. All versions of the iPhone 15 Pro Max are priced 10,000 rupees higher than the equivalent iPhone 14 Pro Max model.

Focus on India

India has become a major focus for Apple this year, with CEO Tim Cook visiting the country and Apple opening its first physical stores there. Apple has also increased its iPhone manufacturing in India.

Influence of Currency Depreciation

The price increases in both India and China can be attributed, in part, to the depreciation of their respective currencies against the US dollar over the last year. Since their currencies can buy fewer US dollars, Apple is compensating for this by raising prices.

Impact on Consumer Sentiment

The price hikes are relatively moderate and mainly affect the more expensive iPhone models, which are less likely to significantly impact consumer sentiment. Nicole Peng, Senior Vice President at market research firm Canalys, stated that consumers buying premium smartphones are typically less price sensitive and have established financing and trade-in options.

Apple’s Pricing Strategy

Apple has approached the pricing of the iPhone 15 cautiously, with modest price increases. This is in response to the 2% year-on-year decline in iPhone revenue during the June quarter, as well as the overall slump in smartphone sales worldwide. Counterpoint Research predicts a 6% decline in total smartphone shipments in 2023.

Apple Price Cuts

While Apple has raised prices in some markets, it has also implemented price cuts in other regions. In the UK, for example, Apple reduced the prices of all iPhone 15 models compared to the iPhone 14. Additionally, Apple decreased the price of the older iPhone 14 in China. This strategy aims to appeal to budget-conscious consumers while maintaining a premium brand image.

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