The move fits a pattern for the company, which needs to tread lightly with inflation-wary shoppers. Apple isn’t making dramatic changes to its sticker prices, but it’s finding new ways for shoppers to spend more. The company is packing its upscale iPhones with exclusive features, such as better zoom lenses and titanium frames, to nudge shoppers toward bigger-ticket items.
Apple Inc enacted its long-awaited iPhone price increase with as much subtlety as possible, part of an effort to wring more money from consumers without triggering sticker shock.
On Tuesday, the company boosted the price of just one iPhone model — the top-end Pro Max, which climbs by US$100 to US$1,199 — while leaving the other three new versions unchanged. And even the now-costlier new phone will come with twice as much storage, letting Apple argue that it wasn’t really a price increase at all.
