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Radical Shake-Up of Apple's iPhone Range

by Stuart Robinson | 9月 12, 2019

On September 10, Apple launched its new range of iPhone 11, 11 Pro and 11 Pro Max models. Only 4 models have been retained from last year's line up.

The chart below summarises the 2019/2020 iPhone pricing strategy for each and every model on the Apple Store website.

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The prices of the 6 most expensive new models match exactly to the price of last year’s top 6 models. The price of the most expensive model remains at $1449 while the price of the cheapest model remains at $449.

The Apple Store's portfolio consists of 15 models as of today, down from 17 models with 13 models having been discontinued and 11 models added.

Only 4 models have been retained in the line-up, all with prices reduced by $150: iPhone 8 64GB, iPhone 8 Plus 64GB, iPhone XR 64GB and iPhone XR 128GB.

The 11 Pro Max replaces the XS Max with identical pricing and the 11 Pro replaces the XS with identical pricing.

New 128GB versions of the 8 and 8 Plus have been introduced, $250 cheaper than the discontinued 256GB variants.

The cheapest new model (iPhone 11 64GB) is $50 cheaper than last year's cheapest new model (iPhone XR 64GB).

After big price hikes last September, followed by a difficult period in which Apple revenues fell, the new models did not have higher prices than last year's.

The iPhone 8 and 8 Plus must have been selling well as the two models have only just received a NAND Flash update 2 years after launch, while most iPhone models get an extra NAND variant after only 6 or 12 months.

While the Apple Store discontinued 13 models yesterday, many of the older models will continue to be available via retailers and network operators for some time yet. The Apple Store prefers to focus on its hero products.

This year's new models use Apple's new A13 Bionic processor which thrashes the competition on CPU and GPU benchmark tests and should make the new flagship iPhones better value for money than last year's models. 

For more information on device pricing and analytics, contact PriceTRAX@strategyanalytics.com 

Stuart Robinson, srobinson@strategyanalytics.com

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