The iPhone 15 Ultra (née Pro Max) price will approach or exceed $2,000 if rumors of a new 2TB storage option are true.
According to the Digitimes report, the iPhone 15 lineup will be priced as such:
• iPhone 15: starting at $799
• iPhone 15 Plus: starting at $899
• iPhone 15 Pro: starting at $1,099
• iPhone 15 Ultra: starting at $1,299
Why is Apple doing this? Sales of the iPhone 14 and iPhone 14 Plus, while increasing in recent months, have largely underwhelmed. The iPhone 14 Plus is priced at just $100 less than the iPhone 14 Pro, and the difference becomes insignificant over an average two-year carrier contract. Apple carries similar profit margins across all iPhone models, so an even spread of demand works best for its supply chain.
The new prices should change this. The iPhone 15 Pro will cost $300 more than an iPhone 15, and the iPhone 15 Pro Max/Ultra will cost $400 more than the iPhone 14 Plus…
Apple will hope its relatively moderate iPhone 14 Pro-inspired upgrades for the iPhone 15 and iPhone 15 Plus (Dynamic Island design, 48MP camera, A16 chip) will contrast enough with the iPhone 15 Pro and Pro Max (super slim bezels, Thunderbolt 4 USB-C ports, faster charging, titanium chassis) to create clear value distinctions.