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JP Morgan has made a forecast, claiming that all the models in the iPhone 15 lineup will suffer from the price hike. According to the investment firm, this will be the ideal move for Apple as putting the increase on Pro models will only discourage customers from buying them.
“Should we expect a price increase? We think a price increase across all tiers will preserve the recent shift towards a richer mix,” JP Morgan wrote in its note to investors. “[We] believe it is more likely that Apple takes pricing across all iPhones rather than only on the Pro models, as a widening gap in pricing between base models and Pro models will decrease the incentive for consumers to choose the higher-end devices for feature upgrades and limit the mix tailwinds that have benefitted Apple in prior years.”
The prediction contradicts almost all previous forecasts made by other analysts regarding the matter for the past few months. To start, Wedbush analyst Dan Ives said months ago that the iPhone 15 hike was expected. Later, Jeff Pu of Hong Kong-based investment firm Haitong International Securities suggested the same, stating the iPhone 15 Pro Max will cost more than the current Pro Max model in the iPhone 14 line. After that, Bloomberg reported that the increase would focus on iPhone 15 Pro and Pro Max. Previous reports claim the increase could range from $100 to $200, but Goldman Sachs analyst Michael Ng said it would probably be the former.
Now, almost all claims point to a $100 increase, but it is unclear whether it would really affect both the Pro models or just the topmost model of the line. This confusion, nonetheless, will end this coming Tuesday once Apple unveils all the models of the iPhone 15 series in its Wonderlust event.
