The short version

Ben Thompson predicted on September 9, 2024: “I believed that Apple would surely raise prices this year; that $999 iPhone Pro is now $177 cheaper than in 2020 in real terms, and given the fact that Apple was increasing the bill of materials on the lower end phones in particular (bumping them to 8GB RAM, and onto the latest TSMC…

Prediction by

Ben Thompson

On September 9, 2024

“I believed that Apple would surely raise prices this year; that $999 iPhone Pro is now $177 cheaper than in 2020 in real terms, and given the fact that Apple was increasing the bill of materials on the lower end phones in particular (bumping them to 8GB RAM, and onto the latest TSMC process), surely they wouldn’t accept the hit on margins on top of the loss in value of their longstanding iPhone pricing. In fact, though, I had it right in 2022: Apple held the line on prices once again; I should have realized the company — like myself! — really is in a different stage.”

Follow-up

Apple did not raise the price of the iPhone Pro in 2024, as Thompson had predicted they would the day prior to this article's publication. The article effectively serves as a self-correction and a receipt of a prediction that did not come true.

From the High Caliber AI network — see the AI for PR module in the course.