Prior rumors hinted that Apple is considering a price hike for the iPhone 15 Pro and iPhone 15 Pro Max in light of the global economy, and a new DigiTimes analysis corroborates these reports, in addition to more details surrounding the production breakdown by each iPhone 15 model (via IT Home).
According to DigiTimes analyst Luke Lin, Apple has ordered its supply partners to assemble 80 to 90 million iPhone 15 units for the remainder of the second half of 2023, representing a sizeable decline from the iPhone 14’s 90 to 100 million units order placed during the same period last year.
Lin also offers a breakdown of iPhone 15 models by the number of ordered units, indicating that Apple has placed the most number of orders for the iPhone 15 Pro Max, followed by the iPhone 15 Pro, iPhone 15, and the iPhone 15 Plus with the least number of units ordered.
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Apple has reportedly made other changes to its iPhone 15 series production orders with its assembly partners, adds Lin. While Foxconn will be producing fewer units of the iPhone 15 Pro and iPhone 15 Pro Max, it will increase its production of the base iPhone 15 models.
Nevertheless, the iPhone 15 Pro Max will likely remain the most popular iPhone 15 model, with reliable Apple analyst Ming-Chi Kuo earlier predicting that as much as 35% of all iPhone 15 units produced will belong to the premium 6.7-inch Pro iPhone.
Lin also predicts a price hike heading for the iPhone 15 Pro and iPhone 15 Pro Max amid increased production and component costs. Echoing previous reports, Lin blames the anticipated price increases on more advanced parts, including the new titanium chassis, the A17 Bionic chip built on an all-new 3nm process, and the periscope zoom lens heading exclusively for the iPhone 15 Pro Max.
Overall smartphone shipments worldwide are also expected to decline for the remainder of 2023, and Apple could be looking to increase its revenue per iPhone sold by raising the prices of its iPhone 15 Pro models.
