Lost in the Keynote, Apple Raises Prices on iPhone and Watch

Posted on September 12, 2018 by Brad Sams in Apple with 87 Comments

As expected, Apple announced several new products today including a new Watch that packs a lot of technology inside and also three new iPhones, Xs, Xs Max, and Xr. Terrible naming aside, the company is also going to make it hurt a little bit more to buy the latest goods.

Every quarter when Apple reveals its earnings, one of the key metrics analysts look for is the Average Selling Price or ASP. The point of this metric is to make it easier to digest how much the average consumer spends when buying hardware, the higher the number the better.

Being that it is Wall St, if this number is trending upward, your stock price will go up, if it flatlines or goes down, your stock will go down with it. And if you weren’t paying attention closely today, Apple is raising the prices on its mass market iPhone and Watch which will push its ASP higher.

When Apple announced the iPhone Xr, which is widely expected to be the volume leader for Apple as it replaces the iPhone 8, the company said it costs less than an iPhone 8 Plus. What they didn’t say is that it is more expensive than the iPhone 8 and everyone buying the ‘baseline’ iPhone will now be spending at least $50 more per device.

The company is also shipping its less expensive Xr phone a few weeks after the Xs and X Max go on sale; likely trying to temp those who don’t want to wait into buying a phone this month.

The Watch is getting a large price increase as well, the last generation device started at $329 and the new series 4 starts at $399.

Both of these price increases will help Apple push its ASP significantly higher and if these devices sell in volume, history has indicated that this is a strong possibility, then the company should continue to justify its current high valuation as well.

But there is an upper bound on what consumers will pay for an iPhone and as Apple continues to up the price with each generation, there will be a ceiling on how high they can push the limits. The top of the line Xs Max with 512 GB of storage runs $1449.99, a price few will pay but continues to fill Apple’s desire to push its ASP higher.

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Comments (87)

87 responses to “Lost in the Keynote, Apple Raises Prices on iPhone and Watch”

  1. thalter

    Baking potential Trump tariffs into the pricing perhaps?

    • chriscarstens

      Nah, they'll add an additional price bump later. Just like the Airlines tossing in a fee to carry on your FIRST bag. See,

  2. nbplopes

    The reality is that Apple has a smartphone offer that goes from 450 to 1500 give or take.

    Now, the mindless American consumerism, day in day out promoted by the entire America industry, from food to arts and music, does the rest, not Apple. Yes, maybe getting the latest novelty for a tad cheaper, but dismissing an iPhone 7, the latest and the greatest just two years ago as something not worthwhile for 450, is down to the consumerism and reviewers. For Instance, for 600 we would get a 3GS in plastic, now for 450 ...

    • SupaPete

      In reply to nbplopes: nah, i can't agree on that one at all.
      I mean in general i'd say you have a point there if a company would have solid and current offerings by today's standards in a large price range.
      Then one could say hey, you don't want to spend that much, just get this more budget oriented option by the company which is still pretty cool.
      But that's not how Apple rolls for a good number of years meanwhile.
      What they do for a good number of years is that they have no solid by today's standards halfway current budget option at all and instead sell the older devices onwards which are by today's standards really bad and also way overpriced for that.
      Any device with such huge bezels like an iPhone 7 is just way worse in usability, one gets a lot less usable screen real estate in the same body shell size.
      So it is really not cool not just by today's standards but really in actual usability. After using tiny bezels devices for some years, the older ones like a 7plus etc just seem outright archaic and like really not something i would recommend to anyone anymore in 2018.
      Yes, it was one of the top devices not too long ago, but well, things have changed a lot since then and now in 2018 one can get a lot improved usability offering devices with much less bezel, so much more usable screen estate for quite low prices by the competition.
      (And one could say similar things about various specs/features, the older devices Apple sells onwards in 2018 just don't cut it at all by today's standards on many ends).

      In general, when a company just also sells their older gunk onwards and onwards for "lower" prices, well, that's not really an argument for they have a large price range offering, because then one could just say that about any company, hey, you find their current new devices lineup too expensive? just look for their older devices somewhere, you'll sure still find it somewhere for at least another year or two.
      And likely for those then at way lower prices than for Apple older ones since by selling the older ones onwards for high prices themselves Apple is basically generally keeping the prices of the older ones higher up longer than if they wouldn't sell them onwards for several years and one could just pick up spare left inventory at various shops for way cheaper in general.

      Paul explained it nicely, Apple is in general over the past few years raising their average selling price more and more.
      The iPhone X was sold at such a high price that now this year them releasing an option for below 800 suddenly is treated by some like as if it was the "affordable option" or even "budget" device.
      Like, what?!? =)

      Apple is of course doing this as they are loosing so much in units market share worldwide that if they'd sell their devices at more reasonable prices, well, their earnings would be way way down over the past few years already.

      I'm pretty sure this year they will still do pretty well anyway, since it is the first year Apple has nice low bezel large screen options, too, so there is a lot of pent up demand to be expected by people who saw such phones for 1-3 years made by others but would want the Apple/iPhone/iOS version of something like that.

      But yeah, then next year, we'll see how high up Apple can keep those prices if they don't have something quite killer to show which the others don't have.

      • nbplopes

        In reply to SupaPete:

        I believe that they have a solid ecosystem, robust devices, the user gets relevant updates for years, solid and fluid ui, performance is great, they have stores nearby providing close support (no need to send back and forth by mail) ....

        They do this across all the models. More so if you also have an iPad or a Mac.

        I understand that some people just see the number of features per dollar,. But some ser that and a little more.

        Yeah. Paul also bought the Pixel 2 for. 1000 ... also has a surfave book 2 of 3000 to work with a markdown editor and spends his days trying to make tech work.

        • SupaPete

          In reply to nbplopes: I don't mention all other negative and positive aspects about Apple (or any company) in a single comment, because, well, they may not related to the topic in particular.
          Look, next to devices by many other companies, i also bought many devices from Apple.
          So yeah, i have an idea about the many positive aspects, too.
          Yes, their device shells are great, yes, their Apple care is besides/despite expensive actually super worth it and i wish all other companies had service quality of that level.
          Their mobile phone hardware is specs wise regarding gpu and cpu way above everyone else.
          Easily 1-2 years ahead (and this is no empty babbling, i'm a dev and do benchmarks for apps on all major handsets regularly).
          One could go on and on and list positive aspects.
          But to consumers, not stock holders, there is simply no single positive aspect about Apple constantly raising their average selling prices.
          As dev to me it is also a very negative thing that they sell outdated older models onwards, in some cases for many years as "low cost option".
          Those things are just super lame and there is no way around that.
          And well, as i said, i think they could stretch out this type of business model for a while as they were behind on some hardware aspects for some years so there is surely massive pent up demand there in Apple user land, but yeah, they will not be able to have so much higher prices than everyone else (when one does a spec comparison) for that long.

          As user, me personally on software side appreciate all AR stuff and various things about the OS, but software wise i most use google apps and services on these mobile devices, so i could hardly care less whether it is an Apple or Android device from software side.
          I know for some people iOS devices were the more intuitive easier to get into ones than Android, hence why i for example for years always bought my Mom an iPhone each time.
          But yeah, not sure about that former advantage anymore since the removal of the home button and with that various actions requiring swipes from invisible hotspot areas.
          (No problem for me but not exactly the most intuitive for non geeks, especially older ones)

          We'll see how it goes with the next iPhone gen after this, they are obviously hell bent on increasing average selling prices and on top making more and more on dongles on each device category, let's see if they can go on with that for more than a year, after their user base had their "large iPhone with small bezels" fill, too.
          • nbplopes

            In reply to SupaPete:

            I was just answering to this observation:

            "What they do for a good number of years is that they have no solid by today's standards halfway current budget option at all and instead sell the older devices onwards which are by today's standards really bad and also way overpriced for that."

            Don't agree with this as said.

            1) I agree that without the SE they don't have a $300 option like the iPad. I think they should have. Whoever buys a budget iPad for kids also buys a budget phone for them. Well, I gorget its America ... they will buy the iPhone 7 for the kids (a la grande).

            2) By todays standards the iPhone 7 is not pretty bad. Its actually quite good. You know what is pretty bad for todays standards? Is that you buy an smartphone and in two years, sometimes less, you don't get access to the latest OS because your phone is not considered capable either by the manufacturer or the mobile operator.In comparison today the iPhone 5S will get the iOS 12 with performance improvements (5 years after, I repeat ... 5 YEARS AFTER!!!!!)

            What's the point of having the latest gear ... take Note 9 for instance, looks like the UI is lagging already compared to say an iPhone X!!!! And in two years will it have the latest Android?

            Its not about the feature X or Y, but how you are supported by the ecosystem and the device to activate the features in tandem allowing you to do better, That where the value is.

            Now. this is the worst Keynote I've seen in a few years. They repeated the same ideas over and over and over ... looks like they had difficulties in finding stuff to talk about. Or they are reserving the words fot the iPad Pro ... Keynote.

            • SupaPete

              In reply to nbplopes: iOS 12 is actually a huge exception and improvement there over previous iOS versions because it is the first iOS version in a LONG time where it makes old devices run better than worse to the degree of being barely usable after installing the latest iOS version.
              Then there are also sides like on one side, yes, Apple does roll out iOS updates faster and to more device gens than most Android device manufacturers (which is to applaud in general, besides, again, in the past in several cases the oldest iOS device gen which still got a new iOS version ran worse afterwards).
              On the other side Apple also does completely cut off older devices at some point way more than many other manufacturers.
              Like for example they basically completely killed off all app support for the oldest devices which can't run 64 bit apps once they made the app store 64 bit only (and with that also dropped out a huge amount of older apps which weren't updated for a good while but many of those were perfectly usable cool things now gone)

              • curtisspendlove

                In reply to SupaPete:

                You do realize that in nearly every industry it is standard practice to sell new, expensive products / services to the highest payers, and slowly filter them downward to the cheaper lines as they become cheaper to manufacture or provide.

                The automotive industry is full of examples, but all industries contain plenty of examples as well.

                • SupaPete

                  In reply to curtisspendlove: In the tech industry it is standard among many companies that some sure sell their older stuff onwards for a while, too but usually at a way steeper discount. And then next to that way lowered price stuff then usually have offerings which have many of the specs of their highest end offerings, so are largely with current tech, just with some of the specs cut down a little.
                  (so what Apple sells as their 10 X R but the difference being that Apple sells that "medium" offering of theirs at a price many of the highend end offerings from the others go for)
                  See many Android handsets with quite current tech in internals and screen tech and bezel dimensions, most of them sold at a way lower price than even an iPhone 7 plus at this point.
                  What Apple does with their phones and laptops and even desktops (sell for current specs really way outdated stuff onwards for many years for by then crazy high prices) is actually super uncommon in the phone and pc industry and Apple could do that for a good while for very special circumstances, but will not be able to do that way longer for the phones after the Apple user base also had their fill on large screen phone with small bezels for 1-2 years.

                  To me it looks super obviously like Apple is well aware their unit sales percentage will decline further and further as more and more Android manufacturers offer more and more competitive (if not better) devices each year and so they do what a company which is traded on the stock market and the most profitable right now has to do: they milk their profits to the maximum amount possible as long as it goes, and on meanwhile more and more ends to really unreasonable extend.

                  The only rime or reason to such prices for the Apple phones is that there are still enough people who pay such prices. But that group will become smaller over time of course as the prices get raised higher and higher by Apple while the differences per year become more incremental and the competition better.

                  As example right now there is a huge base of developers developing for iOS and many of those for sure get the latest iOS devices every 1-2 years. But a good portion of those would have their interest to do so decreased further the less device unit market share Apple has, so one can't just say, hey, Apple doesn't have to care about having lower and lower device unit market share, they are all fine forever as long as they have such huge profit margins, which they ensure by raising the prices further and further the more their unit market share decreases.

                  At some point the "that's really enough now" or "i feel like i actually don't get that much new for this huge sum" limit on price will just be reached for enough people and then it'll go down of course.

                  There's a base of people who can and will afford things at any price and buy it no matter what, but we're meanwhile in a region where it becomes more and more for such people and less and less mass market. In the long run that's not good for a company who constantly needs strong software support to have their platform remain appealing.

                • curtisspendlove

                  In reply to SupaPete:

                  :: shrug ::

                  Everyone keeps predicting the year Apple won’t sell enough iPhones to stay in business.

                  Maybe we’ll see the year of the Linux desktop in 2019 too.

                  Somehow i feel apple is going to do just fine.

                  In fact, they just successfully introduced a new flagship (I believe the Xr will be the volume seller over the next year) which is a higher base price than the iPhone 8.

                  I also expect both Xs phones to do quite well.

                  Their ASP should be just fine this coming year. And that doesn’t even count anything else coming into the pipeline.

              • nbplopes

                In reply to SupaPete:

                Whatever. Go and buy a WP.

      • Stooks

        In reply to SupaPete:

        When is the book being published?

        Don't buy one if you don't like it.

        I have no doubt Apple will sell more iPhones this holiday season that ever before. The XR is going to be a HUGE hit because of its price ($749) and features. The iPhone 7/8 will still sell 10's of millions because of their price and no one will care about their bezels.

        The iPhone 5S will get iOS 12 next week. You can get a new battery put in it for $29. What Android phone offers that kind of a value?????

        • SupaPete

          In reply to Stooks: Instead of writing a snarky line about the comment lengthy maybe you should have read it properly =)
          I actually mentioned i think these phones will do quite well for Apple since there is pent up demand in Apple user land for large phone/screen with small bezels.

  3. Tony Barrett

    Well, people bought the iPhone X when Apple said it would be $1000, so naturally, they put prices up again. Will the buying public now push back, or will they continue believing Apple's marketing guff! We reached a point last year when pricing was just becoming unrealistic, but this year we're now into the realms of it being downright ridiculous. If the Apple faithful carry on buying these, I give it a couple of years before they release their first $2000 phone.

  4. maethorechannen

    Those are the best names they can come up with? I know the X is meant to be a 10 but it still looks like a product name Roku would use.

  5. John Craig

    And yet this won't stop people from buying these devices.

    The majority of Apple users know they're paying an insane amount of money to be part of the Apple brand, but it's getting crazy now.

  6. PeterC

    Well - you can all say what you want about £price/affordability of these products - BUT with that A12 Bionic chip and its ability, let alone what the next gen does, these "phones" are gearing up to be the centre of what apple sees as "personal computing" for the masses.

    Come on people, get with it, REPLACE old MS Surface phone concepts ....with one of these...…… The Xr will continue to cater for the traditional iPhone user, the new iphone X series is heading straight for the pocket computing arena. I'd wager apple have something waiting in the wings that you connect these X series phones to that give you mouse/keyboard/screen. I still see the same A12 (A13?) turned into an ipad pro with a surface style keyboard/mouse.

    Its just my opinion, but the A12 capability and price point direction is delivering what a Surface Phone was going to be for MS. Same old story people - apple perfects what MS starts. History is repeating itself.

    >>EDIT: I'll even wager if apple has a device that turns their phone into a "laptop-ish thing" - MS will deliver a full version of office for it on launch day.

  7. roastedwookie

    Check the EU prices Paul. In Europe, Apple's pricing policy is even more pathetic: almost 1200 EUR for the XS, ~1300 for the XS Max and 850 EUR for the XR - base models. I do not even want to check for the higher storage ones, I am fine with my healtghy heart. When the Note 9 is ~949 EUR and other Android flagships are even cheaper, there is no value in spending this ridiculous price on the new iphones.

  8. FalseAgent

    terrible prices, I mean absolutely terrible. The recently announced $300 pocophone by xiaomi shows us what is really possible when the focus is on delivering value. But this? It's an astonishing case of the customer giving value to Apple and not the other way around.

    Blows my mind that anyone would actually put up with this. This is late stage capitalism, and fuck that.

    • Stooks

      In reply to FalseAgent:

      $449 for the iPhone 7. The top of the line iPhone 2 years ago.

      I doubt that pocophone can even compare.

      Love be the fake outrage!!!!!!!

      • skane2600

        In reply to Stooks:

        And 2 years before the iPhone, BlackBerry phones were top of the line. There may be a good reasons to buy an iPhone 7, but the fact that they may have been "leading-edge" two years ago isn't one of them.

      • FalseAgent

        In reply to Stooks:

        The procophone is just one example, and the most extreme one. Just in case you don't know, there are a LOT of Android phones from $300 to $1000. And many of them do compete with the current crop of iPhones, let alone a fucking iPhone 7 from 2 years ago.

        The only fake outrage is from people like you who have the audacity to even suggest that people should buy a 2-year old phone with ugly bezels, outdated design, smaller screen, and slower processor as if that's a good deal.

  9. Pierre Masse

    Strange. I'm enjoying much more my Samsung A5 since this morning.

  10. wright_is

    German pricing is horrendous, base model Xr costs $989, the Xs is at least leet, $1337 and the X Max is $1453. The top end X Max is a whopping $1919! :-O

  11. SvenJ

    I'm not sure how you think these were "Lost" in the keynote. Makes it sound like scrolling fine print at the bottom. Each model was independently shown with prices prominently displayed, and the entire lineup was shown with prices for each for easy comparison.

  12. curtisspendlove

    I’m pretty sure there was a giant slide at the end that broke all the pricing down. They also said the pricing at the end of each section. I don’t think I’d say it was lost.

    Apple definitely kinda likes to gloss over the pricing a bit, and they like reframing things (like “and it’s starting cheaper than the iPhone 8 Plus”).

    But, let’s be real here, very few companies consistently lower prices on (comparable) new hardware.

    I don’t recall Microsoft ever coming out and saying something like “look at the new Surface Pro Z LTE...it starts at $200 cheaper than the two-years-old Surface Pro Y“. New tech, new prices. We can argue whether the increases are worth it, but it is silly to expect a company to want lower profits on their new products.

    Note: this does happen from time to time, due to a couple of conditions, even Apple has done it. But it certainly is t standard practice.

  13. Skolvikings

    I don't think it was lost at all. The prices were mostly what my co-workers and I were discussing afterwards.

  14. locust infested orchard inc

    As the commenter nbplopes eluded to below, Apple has a smartphone that caters for almost all budgets (with the exception of the low end market), ranging from the 32GB iPhone 7 at $449, to 512GB iPhone XS Max at a breathtakingly ostentatious $1,449 where only the most ardent iSheep entrusts their servitude with Apple, and Apple alone.

    For a sumptuous sum of $1,449, casting my eyes through the mist and haze of the Redmond crystal ball, one may be able to acquire an equally sumptuous object of sheer desire that would even commit the Apple faithful to bleat and frolic in wondrous awe and delight. The device to which is being referred to would possess qualities that certainly be worthy of such a price, but the iPhone XS Max is simply unjustifiable by any stretch of the imagination.

    The said device, the Surface Foldable™ / Surface Go Pro accompanied with Windows Core OS will be a device for those who yearn for productivity and to travel lighter, without the need for a secondary or even tertiary device, as is often the case for professionals and business executives, and even Paul Thurrott himself (as he has on many occasions reported).

    The Surface Foldable™ / Surface Go Pro would do it all – as productive as a laptop minus the associated bulkiness and weight, the power of a low-end laptop, the connectivity of a handset, all in a smartphone form-factor, with millions of software applications at one's disposal.

    Whilst this device is eagerly waiting to spring to market, Apple for now have a clear strategy to maximise their iØS lineup for almost all budgets in the face of mounting pressure from Chinese handset manufacturers who are bringing many flagship features to the mid-priced Android range, e.g. Xiaomi Pocophone F1, Asus Zenfone 5z (admittedly Asus is Taiwanese, though mainland China would disagree).

    The preliminary data from IDC ending 30th June 2018 makes it evidently clear that Apple are slowly losing ground, having been relegated to third in global shipments of smartphones by Huawei. Huawei is getting increasing brand recognition in Europe and Asia, allowing the company to challenge the likes of Samsung in many price tiers. In spite of Huawei having very little if any presence in Trump's US, Huawei along with other Chinese manufacturers in other parts of the World are certainty fighting with gorgeous and affordable devices (though it's a real shame they're using Android), giving Apple's mid-priced device (essentially the iPhone 7) less appeal.

    Two things stand clearly in Apple's favour for continued sales and growth, leading to yet greater profits and ultimately a continued ascending trend in AAPL shares – they are held in high esteem, wrongly or rightly, by consumers globally; and Apple's highest priced devices shall continue to be seen as an annual must-have purchase by those with ample disposable income, and/or those with the inability to break free from Cupertino's voodoo.

    Until there is a significant departure from the current smartphone paradigm (as Satya Nadella has on more than one occasion stated their future device shall hope to be), Apple shall continue to march financially upwards, though with little in way of genuine technological firsts – but then they don't need to, for if a device has a part-bitten fruit logo, the consumer shall continue to rave for it.

    • nbplopes

      In reply to locust infested orchard inc:

      A week a go I had an encounter with someone that shared your point of view on the Surface Go.

      Unfortunately your point of view is not in tandem with my experience.

      Given all sorts of sophisms being elaborated favoring the Go all over the place, I ended up doing a video demonstrating my disappointment with Surface Go 64GB while comparibg with an iPad of 320.

      Basically assessing the devices response to basic stuff.

      It is spoken in Portuguese, but the difference between both the Surface Go and the iPad is so graphically exposed in the video that you don’t really need to understand a word I’m saying to guess my point.

      Obviously I think the Surface Go is born out of the idea that beautiful crap sells and people are “sheep”, so they built something to compete in that market. There are so many people that think like that, that MS might have a business there. But that does not seam to be the market of the iPad at all, but one that people can actually enjoy being productive while using a device, even for 320.

      I am no YouTuber.


      So here we are. What Apple seams to think is that an iPhone 7 is good enough for most people, yet they will strongly upsell up to the Maxest of the Max. Technically and in practice I tend to agree but, consumerism is consumerism and people will buy the Xr and Xs like their life’s depended on it.

      I still think they should have a 300 offer to go with the iPad 2018. This is based on the premise that people are reasonable. Still, I bet they have data stating that parents are buying 630 iPhones to their 12 year old kids in the US because some rap guy philosophy of virtue is wearing thick gold chains around his neck along with golden max iphone, so why bother.

      I have an iPhone X by the way.


      EDIT: Only now I realized that you are talking about a Surface that does not exist but in your imagination.

    • skane2600

      In reply to locust infested orchard inc:

      $499 is well beyond the ceiling of the "low end market" which, IMO, is about $199. The iPhone 7 can be thought of as either the lower-end of the high-end market, or the ceiling of the medium market.

      • locust infested orchard inc

        In reply to skane2600:

        I agree to an extent, as I did state Apple "caters for almost all budgets (with the exception of the low end market)".

        So whilst <$199 to <$249 is the low-priced tier, $200/$250 to $449/$499 is mid-priced tier.

        With those tiers in mind, the 32GB iPhone 7 would sit at the upper end of the mid-priced tier.

  15. PanamaVet

    I'm waiting for, "Hey Siri, Shutdown and open the battery compartment" so that beautiful hardware does not turn into a brick at the stroke of midnight.

  16. wocowboy

    We already knew this because Tim Cook warned the other day that prices would be going up because of Trump's tariffs. Apple was the first manufacturer to publicly acknowledge that fact and warn consumers that the tariffs would be affecting the price of tech devices. This is probably the first round because every week Trump announces more tariffs on more and more types of goods and components, and the same will be happening to other devices from other manufacturers. I wonder if they will receive the same amount of scorn from Paul? We will see.

    • wright_is

      In reply to wocowboy:

      Sorry, I don't live in the USA, so the iPhones here aren't covered by Trumps tariff disputes, but the prices have gone up anyway... So expect to see the prices rise, once those tariffs kick in.

    • Polycrastinator

      In reply to wocowboy:

      Apple's margins are (or were) 40% on those devices. There's plenty of scope to cut profit rather than increase prices if consumers were unwilling to pay. That they chose this shows that they simply believe consumers are willing to eat the price increases. The only folks who have to increase prices are those who're already making a low margin and so have nowhere to put their increased costs except increased prices, and that's not Apple, it's Motorola and the like.

  17. MacLiam

    When I heard the Max would have a base price of $1099, I figured the 512G version would go for $1499. I'm pleased to learn that the announced price is a little more reasonable. :-D

    With a bluetooth keyboard, of which I have several already, and airlink to a widescreen TV, this phone becomes a usable computer for my purposes, probably fulfillilng most of the hopes Microsoft had for their last Windows phone but never quite implemented to the degree necessary.

    Gotta admit, I'm tempted. I doubt very much I will be a day one buyer, but I could make the decision before next summer after user shakedown has revealed any problems and Apple has had some time to alleviate them.

    As to the watch, it looks nice but I picked up a version 3 less than a year ago and will probably just keep using it with watchOS5. It already does pretty much everything I need it to do, and I'm not sure an atrial fibrillation monitor (which I think is pretty cool) is enough to make me spring for a new one.

    Interesting stuff. At some point Apple is going to lose the skill of minimum acceptable incremental improvement or get run over and squashed by some company based on the other side of the Pacific. But it looks to me as though they bought themselves one more year of major sales with today's announcements.

    • SvenJ

      In reply to MacLiam: Actually I think MS did implement it to the degree necessary. My Lumia 950 and 950XL connected to wireless keyboards AND mice over BT, and wirelessly to monitors/TVs via Miracast. This could also happen wired using their Dock over USB C. In this configuration I had access to any single full screen app which is as much as you can do with the iPhone (maybe you can split screen on the new iPhones). The apps that supported this, the UWP one, Mail, Edge, Word, Excel, PowerPoint, OneNote and others were the same apps you could run on a Win 10 laptop. Not similar, the same apps. What MS didn't wind up doing is continuing on with the promise with things like split apps, possibly windows. The platform withered before that could happen. It's really a shame they gave up.

  18. lvthunder

    It's called inflation. At least with the watch there are some new features. Especially for those with heart issues.

    • jwpear

      In reply to lvthunder:

      Seems more like elitist to me. It's beyond premium pricing. This just makes me feel like I'm not rich enough to be an iPhone user. I'm questioning whether I want to be an iPhone user if they cost that much.

  19. Saarek

    iPhone Xr for me, my iPhone 6s Plus is getting a bit long in the tooth. I don't personally care about OLED, Apple's LCD's have always been top notch, and the camera will be more than good enough.

    Don't know why anyone would pay an extra £250 for the iPhone Xs, smaller screen that just happens to be OLED and the same internals.

  20. Andi

    Can't blame them; Apple has the definitive smartphone brand and the rock star image. They also recently colluded with 30 of their leading devs to shift their pricing model towards subscriptions. Recurring revenue for the devs and recurring revenue for Apple, win-win.

  21. simont

    $1500 is pushing it past decent laptop pricing

    • wright_is

      In reply to simont:

      Yeah, a starting price of around $1500 (1453) for the base model X Max seems excessive, but $1919 for the top model? You've got to be kidding!

      (Prices on Apple Store Germany)

  22. starkover

    The $1449.99 price for the 512GB model makes my Note 9 with 512GB sound positively a bargain. First time I bet anybody ever said Note 9 and bargain in the same sentence.

  23. Bob Shutts

    My iPhone 7 is perfect for me. I usually watch their keynotes. Skipped it this time.

    • locust infested orchard inc

      In reply to Bob_Shutts:

      Good on you mate for skipping it. Same old message as in years gone by, e.g., Apple self-congratulating itself, Apple are evolving the next generation of phones, Apple iPhones have state-of-the-art technological wizardry, blah, blah, blah...

      Of course it's the same old spiel filled with disingenuous information, aired specifically with the intent to top-up on the annual witchcraft required for the steadfast herd of iSheep to part with their life savings for the annual pilgrimage to queue outside their local Apple store, with the expressed intent to purchase the latest-and-not-so-greatest iPhone.

  24. dontbe evil

    what a surprise /s

  25. dcdevito


  26. Rob_Wade

    And I'll get to point at all those fools and laugh at them.

    • Stooks

      In reply to Rob_Wade:

      Mr Wade, you are just sooooo cool!

    • Minke

      In reply to Rob_Wade: I strongly suspect you won't really laugh at them in public, and they probably could care less what you think since most of their friends and coworkers will also have new iPhones and will love them. Personally, I can't justify the price and would rather get a great camera and carry a cheap phone, since the only differentiator for me is the quality of the phone camera. I have found that a $100 phone does everything I need other than take great photos. Also, they are getting too big! The XS might be tolerable in size, but not at $1000!

  27. SeattleMike

    iPhone Excess Max, indeed!

  28. RobertJasiek

    What is the strategy in relation to iPhone SE, iPad and iPad Pro and their prices? Why has the iPad a reasonably low price but the iPhone SE does not get a successor at a reasonably low price? Why was the price per storage dropped of the iPad Mini and then reduced to the expensive 128GB version? Does Apple want low price consumers or does it not? Does it only want them during some years and make them angry at other years so will the iPad be cancelled, too? iPhones are the core business and Apple tries to maximise their ASP. However, does this mean that Apple wants consumers having bought low or intermediate price Apple mobile devices to decide whether to join the €1000 + notch + camera-bump field or quit iOS permanently when the low price teasing devices will be cancelled from the portfolio?

    Not that I care much. My iPad Mini is only an intermediate emergency solution. However, I want to understand Apple's strategy. It can't be inconsistency, can't it?

    • Stooks

      In reply to RobertJasiek:

      Actually $749 gets you into the iPhone notch club with the XR. It is 6.1 inches and has the best battery life of any iPhone.

      • RobertJasiek

        In reply to Stooks:

        Sure, except that I never buy any notch, avoid camera bumps, prefer tablets to phablets, never spend €849 (German price incl. tax) for a smartphone and do not spend more than €100 for any smartphone without general, local file manager.

        • Stooks

          In reply to RobertJasiek:

          Then don't buy it because of all of that hangups you have.

          In fact why come here and tell us, get out there get some Android phone that you probably wont be able to update after 1-2 years.

        • Necron

          In reply to RobertJasiek:

          So, generally speaking, you are not interested in iPhones. Why are you spending your time commenting this?

          • RobertJasiek

            In reply to Necron:

            To keep meta-discussion short, simply speaking, Android is not an option due to privacy violations, Windows phone is dead. So I would like to see Apple offering at least some alternative in the lower price region. That also Apple refuses to offer something suitable means that currently there are zero phone operating systems I can choose from. This does not mean that I would have no right to express my opinion that Apple should be offering something. Not only rich Apple fans have a right to express their opinions.

    • Necron

      In reply to RobertJasiek:

      You have iPhone 7 at low price. Why do you need separate model?

    • jimchamplin

      In reply to RobertJasiek:

      “LC” models of iPhones have only happened twice, and they were some years apart. Remember the 5C? That was 2013, and the SE was 2016. I think the concept is that price sensitive customers typically hold onto their phone longer, thus stretching their upgrade cycles to three or four years rather than two.

      No no reason to keep a downmarket version around forever, if the customers don’t upgrade them regularly.

  29. Chris_Kez

    For reference purposes, the iPhone 5 was $649/$749/$849 for 16/32/64GB when it was released in 2012. Make of that what you will.

  30. jwpear

    No way in hell that I'm paying $1500 for a phone. That's laptop pricing and I think a laptop is far more versatile, if admittedly, not as portable.

    At $1500, consumers will surely delay new purchases longer.  Increasing ASP in the short term can't be a good long-term strategy for Apple.

    We paid $1150 for my wife's X and that's about my limit. I opted for the cheaper 8. We upgraded because we were not yet aware of battery gate on the 6S Plus and 6 those replaced. We only knew the devices were getting unbearably slow. I'm still holding a grudge on that.

    This tactic may drive me to Android if they keep pushing these out of reach for normal folks.

    • SvenJ

      In reply to jwpear: So, a laptop, which doesn't make phone calls, isn't pocketable, and is awkward to have with you at a table with others, in a car, standing in a line, is unlikely to have a decent camera, gps.....is more versatile? I don't disagree that $1500 is as outrageous today as $1K was a year ago, but consider what the device does, and how much we really use them. I'm not sure people wouldn't benefit more from a $1250 phone and a $500 laptop, than the other way around.

      • christian.hvid

        In reply to SvenJ:

        Without defending Apple, I believe there's generally too much focus on the sticker price. When buying a smartphone or a laptop (or anything really), you should always try to estimate how many hours you will actively spend with it before it's retired or replaced. Then decide whether the cost per hour is reasonable. For me, it's economically reasonable to spend almost any amount on a laptop, but not on a phone. For others, it's the other way around, as you noted.

        • bart

          In reply to christian.hvid:

          Spending hours on it is one thing, but lets not forget the usefulness of a phone. What can you do on a $1500 phone, that you can't do on a $1000 phone? $900 phone? $600 phone. You see where I am going with this

          • christian.hvid

            In reply to Bart:

            Yes, and most of the things I do on my (very expensive) Surface Book 2 can also be done on a $500 laptop. But the performance and quality of the SB2 is valuable to me, and I'm pretty sure I'll still be using it three or four years from now - bringing the cost per hour down to about the same level as a cheaper, but shorter-lived, alternative.

  31. bbold

    Nothing so earthshattering and surprising that warrants an upgrade. I would advise those shopping for a new iPhone to get an iPhone 8, which is the one I have and no new features worthy of paying twice the price for an X or 10 model. The AW Series 4, too, is a little lackluster, imho. No big changes over the 3's cellular connectivity. If I were shopping for new Apple products, I'd get a Series 3 AW and an iPhone 8. Just my 2 cents! :D (Or go totally rogue and go Android!)

    • Stooks

      In reply to bbold:

      "get an iPhone 8"

      If someone is sitting on a 6/6s or older I would recommend the XR and it would be a huge upgrade to those gen phones in so many ways. A 8 to them, with a case on it, looks no different than a 6/6s/7.

      The XR is not priced as bad, has a big screen, but not to big (bigger than 6/6s/7/8 plus screens but with smaller body) same CPU/mains camera/Face ID/gestures as the X/XS line, comes in lots of colors and starts at $749. Apple wont be able to make enough for the holiday season.

    • locust infested orchard inc

      In reply to bbold:

      Sadly 'bbold', It's too late to advise on shopping behaviour regarding these new iPhones, for the entranced iSheep have received their annual mystical voodoo message.

      The imminent queues at Apple stores across the World on release day will testify to the dark arts having been performed at the Steve Jobs Theatre in Cupertino earlier today.

  32. bsd107

    But there is an upper bound on what consumers will pay for an iPhone and as Apple continues to up the price with each generation, there will be a ceiling on how high they can push the limits. 

    If there is an actual ceiling to what Apple users will pay, they obviously haven’t found it yet....