towards a sharp increase in price, but Apple would have a trick to make it accept

towards a sharp increase in price, but Apple would have a trick to make it accept

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According to analyst Ming-Chi Kuo, the iPhone 14 Pro should be significantly more expensive than the iPhone 13 Pro in its time. This will be all the more true in France. Apple would still have provided a small compensation to pass the pill.

3D rendering of the iPhone 14 Pro by Let’s Go Digital and Technizo Concept. // Source: Let’s go digital/Technizo Concept
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Predictably, the tech industry is heading straight for a general price increase. For Apple, it is out of the question to touch the sacrosanct margins that have made the company rich. Therefore, it should be necessary to increase product prices, starting with the iPhone 14 Pro.

Up to 15% price increase

Analyst Ming-Chi Kuo came to the same conclusion. The specialist, when it comes to Apple and its sources of supply, publicly delivered its information on Twitter.

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Hon Hai / Foxconn is one of the winners of iPhone 14 series ASP increase. I estimated that iPhone 14 series ASP will increase about 15% (compared to ASP iPhone 13 series) to $1,000-1,050 (USD) due to two iPhone 14 Pro price hikes and higher shipping proportion. https://t.co/UgiW0kom4F

—Ming-Chi Kuo (@mingchikuo) August 10, 2022

We can read there that the average price of the iPhone 14 range should be on the increase. According to Ming-Chi Kuo, this increase would be about 15% compared to the launch prices of the iPhone 13 line. The average price would reach 1000 to 1050 dollars, mainly because of the increase of the iPhone 14 Pro and the iPhone 14 Pro Max.

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An even greater increase in France

The iPhone 13 Pro was launched in the United States at 999 dollars and in France at 1159 euros, at a time when the dollar and the euro were not at parity. If the American price rises to 1099 dollars, we hardly dare to imagine what the French tariff will give, integrating both the new euro condition and this price increase.

At the current conversion rate, a price of 1099 dollars gives 1067 euros excluding VAT, without integrating VAT, customs fees or various taxes such as that on private copying. This should give a French price approaching the 1299 euros for the iPhone 14 Pro.

Apple’s trick to digest the increase

This change from 1159 to 1299 euros, many of you could accept it without flinching. For this, Apple would have a trick that the brand has already used in the past.

According to the firm TrendForce, the iPhone 14 Pro should integrate 256 GB of storage by default for the first configuration, against 128 GB for the iPhone 13 Pro.

Trendforce iPhone 14 Specifications
The supposed characteristics of the iPhone 14 // Source: Trendforce

Today, it takes 1279 euros to afford an iPhone 13 Pro 256 GB. If our calculation is correct, this could give the impression that an iPhone 14 Pro 256 GB at 1299 euros is “only” 20 euros more expensive than the iPhone 13 Pro at equivalent capacity. What give the impression that Apple has simply removed a less profitable configuration.

Obviously, that would be to forget that the meaning of history in computing goes to increasing capacities for a falling price. Every year, computers of all sizes, from smartphones to laptops, offer more performance, more RAM and more storage for an unchanged price. Disguising a price increase by changing storage configurations is not the direction of history.

See you in September to discover Apple’s choices.


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