Where some expected to see prices rise or at least stabilize, Apple offers us a big surprise: a price drop. An unexpected maneuver, especially in a context of global inflation.
The iPhone 15s are here, the September 2023 keynote is over. In the United States, the Cupertino giant is maintaining the prices of its new iPhone 15, however, in France, the situation is different. Indeed, prices for all iPhone 15 models, including the 15, 15 Plus, 15 Pro, and 15 Pro Max, have dropped by just under 5% compared to the iPhone 14 and down to around 8% on Pro versions.
An unexpected maneuver, especially when we know to what extent each percentage price drop can affect margins.
iPhone 15
| iPhone 15 | iPhone 14 | Evolution | Difference | |
|---|---|---|---|---|
| 128 GB | €969.00 | €1,019.00 | -4.91% | -€50.00 |
| 256 GB | €1,099.00 | €1,149.00 | -4.35% | -€50.00 |
| 512 GB | €1,349.00 | €1,409.00 | -4.26% | -€60.00 |
iPhone 15 Plus
| iPhone 15 Plus | iPhone 14 Plus | Evolution | Difference | |
|---|---|---|---|---|
| 128 GB | €1,119.00 | €1,169.00 | -4.28% | -€50.00 |
| 256 GB | €1,249.00 | €1,299.00 | -3.85% | -€50.00 |
| 512 GB | €1,499.00 | €1,559.00 | -3.85% | -€60.00 |
iPhone 15 Pro
| iPhone 15 Pro Max | iPhone 14 Pro Max | Evolution | Difference | |
|---|---|---|---|---|
| 128 GB | €1,229.00 | €1,329.00 | -7.52% | -€100.00 |
| 256 GB | €1,359.00 | €1,459.00 | -6.85% | -€100.00 |
| 512 GB | €1,609.00 | €1,719.00 | -6.40% | -€110.00 |
| 1 TB | €1,859.00 | €1,979.00 | -6.06% | -€120.00 |
iPhone 15 Pro Max
| iPhone 15 Pro Max | iPhone 14 Pro Max | Evolution | Difference | |
|---|---|---|---|---|
| 128 GB | – | €1,479.00 | ||
| 256 GB | €1,479.00 | €1,609.00 | -8.08% | -€130.00 |
| 512 GB | €1,729.00 | €1,869.00 | -7.49% | -€140.00 |
| 1 TB | €1,979.00 | €2,129.00 | -7.05% | -€150.00 |
The Apple Store will open pre-orders for the entire iPhone 15 series this Friday, September 15 at 2 p.m. The official release is scheduled for the following Friday, September 22.
The objective: to secure turnover in an unstable economic context
Apple, however, is not the only player to review its pricing strategy. Electric car manufacturer, Tesla, has also made the decision to lower its prices, in an attempt to increase its sales volume. But the question remains: why are these two tech giants going against the general market trend?
The answer could be linked to consumers’ growing concern about their purchasing power. Faced with persistent inflation and an uncertain economic situation, households are increasingly cautious about their spending. In this context, lowering prices could be a strategy to secure turnover and minimize risks.
For Apple, of which the iPhone is a flagship product, this reduction could aim to guarantee stable demand, or even to gain market share by attracting more price-sensitive consumers. The objective would then be to ensure that sales volume does not drop radically in a period where every purchase counts for consumers.
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