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Purported iPhone 14 Pro and iPhone 14 Pro Max price hikes to raise Apple's average selling price to envy-inducing new heights

The Apple iPhone 14 Pro and iPhone 14 Pro Max are the most likely contenders for significant price hikes. (Image source: @Shaileshhari03/Unsplash - edited)
The Apple iPhone 14 Pro and iPhone 14 Pro Max are the most likely contenders for significant price hikes. (Image source: @Shaileshhari03/Unsplash - edited)
A noted analyst has offered up some interesting information about what Apple’s pricing strategy could be like for the upcoming iPhone 14 series and how it will affect the company’s overall average selling price (ASP). It appears it may only be the iPhone 14 Pro and iPhone 14 Pro Max that will witness price hikes.

The iPhone 14 release date is drawing closer and Apple is already allegedly working on the launch event for its 2022 smartphones. With that in mind, there has been a lot of chatter about the iPhone 14 price tag, with one analyst suggesting there would be a price hike even for the standard Apple iPhone 14. However, more recent rumors have settled on a potential US$799 price tag for the entry-level SKU, and Ming-Chi Kuo seems to believe that price hikes further up the range will be enough to send Apple’s iPhone ASP soaring to new heights.

According to the respected industry analyst, a combination of iPhone 14 Pro and iPhone 14 Pro Max price hikes along with “higher shipment proportion” will be sufficient to take the iPhone 14’s ASP to an incredible level of US$1,000-1,050. To put that into some context, he claims this would be 15% higher than the iPhone 13’s ASP (figure not mentioned but likely around US$900). Some data from Counterpoint Research actually helps show how incredible this rise is, as Apple’s overall ASP for its iPhone range (in this case presumably mostly units from the iPhone 12 and iPhone 13 ranges) was estimated at US$825 in Feb 2021.

Further perspective is offered by the research company’s average selling price for the whole smartphone market for YoY (2020-2021), which lands at US$322. By pricing the iPhone 14 Pro at possibly US$1,099 and the iPhone 14 Pro Max at US$1,199, as was stated by LeaksApplePro back in January, Apple’s iPhone ASP could end up being an astounding US$678-728 above the market average, leaving other smartphone OEMs to scrap over the narrow profit margins to be had in the budget sector. But this high ASP is less of a surprise when you consider a 1 TB variant of the iPhone 14 Pro Max could cost US$1,699 with any rumored 2 TB model costing around US$2,000.

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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2022 08 > Purported iPhone 14 Pro and iPhone 14 Pro Max price hikes to raise Apple's average selling price to envy-inducing new heights
Daniel R Deakin, 2022-08-10 (Update: 2022-08-10)