Apple is reportedly looking to keep iPhone shipments steady year-over-year and is looking to boost its revenue by increasing the price of the iPhone 15 Pro models.
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Before the COVID pandemic and then during chip supply issues in China, Apple tended to produce 90 million iPhones annually. For each of the last two turbulent years, it ordered about 85 million, and now Bloomberg says that's the new target for 2023 as well.
Unnamed sources with knowledge of the plans also say that Apple is looking to boost its iPhone revenue by increasing the price of the Pro models. This confirms recent rumors that the iPhone 15 Pro Max could be the most expensive iPhone ever.
The sources said the mix of iPhone changed slightly, with Apple deciding to build 2 million fewer of its cheapest upcoming model. This is likely the base iPhone 15, and the cut is reportedly related to production difficulties with the CMOS sensor.
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There is also said to be a minor issue with the new displays for the iPhone 15 Pro, as recently reported. However, Bloomberg reports that these issues are expected to be resolved quickly and will not impact final volumes or shipping dates.
Apple is also said to be increasing orders for iPhone 15 Pro models to offset the decline in orders for the base model.
When introducing the iPhone 14 series in 2022, Apple made sure to publicly state that it was keeping prices the same as last year's iPhone 13 series. However, this was only true for the US and China, as significant price increases have now occurred everywhere else.
Read also: iPhone 15 Pro: Volume and mute buttons will be unified
source of information: appleinsider.com
