On Tuesday, Apple unveiled a host of new hardware offerings — including an update to its flagship iPhone — that improve on previous models. But one metric has remained largely unchanged: price.
The new iPhone 13 will cost $800, the same as last year’s iPhone 12, while the iPhone 13 Mini will cost $700, the same as last year. The more expensive new models, the iPhone 13 Pro and 13 Pro Max, will cost $1,000 and $1,100 respectively, the same as last year’s high-end versions.
Apple has raised the price of its phones over the years, with the increases sometimes frustrating consumers. For example, sales of the more expensive iPhone X models that started at $1,000 in 2018 were slower than expected, prompting Apple to lower sales estimates and lower prices in China.
The company responded in 2019 with a cheaper offer: $700 for the iPhone 11, down from $750 for the equivalent iPhone XR the year before. And last spring, it unveiled a new low-cost iPhone SE for $400. Some analysts say this strategy could go wrong during a pandemic, when people are trying to save money.
Recently, iPhone sales have skyrocketed, partly because the pandemic has made people more and more dependent on technology.
The new Apple Watch announced on Tuesday, the Series 7, will cost $400, about the same price as a few of its most recent models. Apple also introduced a cheaper watch last year, the SE, for $280.
Apple also unveiled a new iPad, priced at $330, the same as last fall’s version. The only price increase announced at the event was for the new iPad mini, which costs $500, up from the company’s most recent $400 mini launched in 2019.