CUPERTINO, California—Apple on Tuesday unveiled its next generation of iPhones—a lineup that will boast better cameras, faster processors, a new charging system and a price hike for the fanciest model. The showcase at Apple’s headquarters in Cupertino, California, comes as the company tries to reverse a mild slump that has seen its sales drop from
last year in three consecutive quarters. The malaise is a key reason Apple’s stock price has dipped by about 10 percent since mid-July, dropping the company’s market value below the $3 trillion threshold it reached for the first time earlier this summer.
As has been case with Apple and other smartphone makers, the four types of iPhone 15 models aren’t making any major leaps in technology. But Apple added enough new bells and whistles to the top-of-the line model—the iPhone 15 Pro Max—to boost its starting price by $100, or 9 percent, from last year’s version to $1,200.
And the price hike for the iPhone 15 Pro Max could help Apple boost sales if consumers continue to gravitate toward the company’s premium models. Wedbush Securities analyst Dan Ives expects the iPhone 15 Pro and Pro Max to account for about 75 percent of the device’s total sales in the upcoming year. All the new models will be available in stores September 22, with preorders beginning this Friday.
Although consumers often don’t like change, the transition to USB-C ports may not be that inconvenient. That’s because the standard is already widely used on a range of computers, smartphones and other devices people already own. The shift to USB-C may even be a popular move since that standard typically charges devices more quickly and also offers faster data transfer speeds.
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