As we approach Apple's "Wonderlust" event on September 12, where the iPhone 15 series is expected to be unveiled, the buzz around the iPhone 15 Pro's pricing is gaining momentum. Recent reports and speculations offer some insights into what consumers might expect. DigiTimes Research's senior analyst, Luke Lin, has shed light on the potential pricing structure for the upcoming models. While the iPhone 15 and iPhone 15 Plus are anticipated to be in line with their iPhone 14 counterparts in terms of pricing, the same cannot be said for the iPhone 15 Pro and iPhone 15 Pro Max. However, despite these potential price escalations, DigiTimes anticipates the iPhone 15 Pro variants to be the standout performers in popularity among the new releases. Apple seems to echo this sentiment as the tech giant is strategically concentrating on increasing the production of the iPhone 15 Pro Max, leading in supply chain orders. Apple's CEO, Tim Cook, might have subtly alluded to these pricing strategies during the Q1 2023 earnings call. Emphasizing the iPhone's integral role in many people's lives, from health and banking to smart homes and payments, Cook stated that many users stretch their budget to get the best phone they can. The transition to a titanium chassis from stainless steel and the introduction of a new periscope lens camera system are significant factors. Speculations suggest the iPhone 15 Pro might start at $1,099, while the iPhone 15 Pro Max could begin at $1,299. As per DigiTimes Research's senior analyst, Luke Lin, the standard iPhone 15 and iPhone 15 Plus are expected to retain a price point similar to their iPhone 14 counterparts. Apple is slated to announce the iPhone 15 lineup on September 12, with pre-orders commencing on September 15 and the official release on September 22.
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