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Apple’s iPhone 15 Pro and Pro Max models could be more expensive

iPhone 14 Pro Max and iPhone 14 Pro lying face down.
Apple is expecting to produce around 85 million units of the iPhone 15 this year, roughly in line with iPhone 14 (pictured) production last year. | Image: Amelia Holowaty Krales / The Verge

According to a new report by Bloomberg, Apple is allegedly planning to hike the price of its upcoming iPhone 15 Pro and Pro Max models in a bid to increase revenue during a projected slump in smartphone sales.

The publication claims that Apple has a target to produce around 85 million iPhone 15 units this year, which isn’t far off the 90 million iPhone 14 units the company is said to have requested from its suppliers last year. Essentially, Apple is hoping it can produce a similar number of devices but keep its revenue high (in spite of things like ongoing inflation and lower demand for consumer tech) by increasing the price of its more expensive iPhone models, according to “people familiar with the matter.”

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