iPhone 15 Price Frozen... "Is Apple’s Growth Beginning to Slow?"

Apple unveiled the iPhone 15 series, and while maintaining the product line's price range at the same level as last year, an analysis has emerged suggesting that Apple's growth could be limited.

Apple iPhone 15 Pro

The Wall Street Journal (WSJ) reported on the 13th (local time) that avoiding a price increase for the iPhone 15 lineup could suppress revenue growth next year.

WSJ stated, "The iPhone 15 series was released mostly as expected, with enhanced camera features and USB-C charging ports in the lineup, a new central processing chip in the Pro models, and a titanium case," but also noted, "One surprising aspect is that Apple avoided a comprehensive price increase."

Initially, Wall Street expected Apple to raise the iPhone 15 series prices by $100 compared to the previous generation, but Apple defied expectations by keeping the launch prices at the same level as last year. If the launch price had increased by $100 to $200, the average price of the main lineup would have risen by 8%.

Additionally, Apple decided to eliminate the 128GB option only for the top-tier Pro Max model, selling it starting from 256GB. WSJ explained that removing the 128GB option could raise the average selling price of the Pro lineup by about 2%, but the market had anticipated a larger price increase.

The reason for freezing the iPhone 15 prices was attributed to intensifying competition. Not only the iPhone Pro but also premium devices like foldable phones released by Samsung and Google have seen soaring prices, and it is believed that this year’s iPhone 15 update did not justify such a level of price increase.

Moreover, since the charging port was changed from the existing Lightning port to USB-C, which could cause additional costs for consumers, this was also a reason for the price freeze. iPhone 15 buyers have to purchase the USB-C charging port separately for $29 each.

WSJ also suggested that Apple might feel a greater need to maintain a strong position in key markets considering difficulties in the Chinese market.

Apple has long dominated the premium smartphone market in China, Hong Kong, and Taiwan, accounting for 19% of total sales. However, recently, the Chinese government has targeted Apple as retaliation against the U.S., putting the company in a crisis. Additionally, Chinese company Huawei has pressured Apple by raising its shipment target for the new smartphone 'Mate 60 series' by 20% this year.

WSJ noted, "Maintaining iPhone prices could appeal to consumers already struggling with high inflation," but also pointed out, "Analysts expected that a price increase would offset the single-digit decline in iPhone device shipments, so the price freeze could result in stunted growth for Apple."

This content was produced with the assistance of AI translation services.