The short version

Ben Thompson predicted on May 1, 2024: “In yesterday’s Update I wrote that 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 Apple is very adept at capturing the value it creates.” Verdict: Partially right. Apple's next flagship iPhone generation did see changes in…

Prediction by

Ben Thompson

On May 1, 2024

“In yesterday’s Update I wrote that 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 Apple is very adept at capturing the value it creates.”

Follow-up

Apple's next flagship iPhone generation did see changes in pricing structures in various markets, with some effective price increases. The overall direction of Apple preserving or expanding high-end pricing power is consistent, but not every SKU saw a nominal price increase.

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