Last week, Apple CEO Tim Cook admitted that : soaring costs for memory and storage chips will likely lead to a price increase on Apple hardware.
Higher prices for iPhones are expected with the September 2026 refresh of the model lineup. Higher prices for Mac computers and iPads may come sooner than that. The folks at Consumer Intelligence Research Partners says there could be some downward pressure on demand for Apple devices following price increases.
From the report: We might see this in a few different aspects of iPhone consumer behavior, including model choice, storage capacity upgrades, and length of time between phone purchases.
As for models, there seems to be room to shift down from premier to more basic ones. Model mix has migrated to the most advanced and expensive phones in recent years. For the current iPhone 17 model lineup, the Pro and Pro Max garnered 50% of all sales, with the base iPhone 17 at 22%. The new 17 Air and updated 17e together had under 10%.
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