Apple considers raising the price of the new iPhone Pro

According to the latest report obtained by Zhītōng Finance and Economics APP, Apple (AAPL.US) is considering raising the price of its new Apple Pro models when they are released this autumn.

The company typically unveils new Apple products in September. Since 2019, the starting price for the high-end Apple Pro models sold in the United States has been $999, while the larger Max models start at a minimum of $1099.

Now, the latest high-end models from Apple may see a price increase in order to boost the company's overall revenue by raising the average selling price of the new Apple products.

During the COVID-19 pandemic, Apple did not raise the prices of its new Apple products in the United States, despite facing component shortages and stating that inflation has led to increased costs for certain services, such as shipping and components.

However, due to exchange rate fluctuations, Apple frequently adjusts its product prices globally, including the Apple 14 released last year.

Following the implementation of new European regulations last year, the new Apple models may come with a USB-C charger instead of the proprietary Lightning charger. According to Guo Mingchi, an Apple analyst at TF International Securities, the new Pro models may feature a titanium alloy casing and thinner bezels.

The price increase also helps Apple capitalize on the latest trend in the smartphone industry. Analysts point out that overall smartphone shipments have been declining for a year, but consumers still have a preference for the best and most expensive devices.

In a report on Monday, Deutsche Bank analyst Sidney Ho wrote, "Despite the lower-than-expected recovery in global smartphone demand, the impact on the high-end market (including Apple) seems to be relatively small."

As of Monday's close, the stock rose 0.42% to $192.75.