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Apple’s upcoming iPhone 15 Pro Max could be easily its most expensive ever, according to numerous reports. A number of analysts have suggested that Apple could push the price of the more expensive phones up by $200, partly as a response to inflation but also because of a new strategy. Rumours have suggested that Apple is looking to offer new options at the very expensive end of its line-up, in an attempt to encourage growth of its profits. Tim Cook, Apple’s chief executive, appeared to confirmed that strategy during an earnings call earlier this year in which he said that he thought “people are willing to really stretch to get the best they can afford in that category”. Apple has already seemingly attempted that strategy with the Apple Watch Ultra, a new and more expensive version of the wearable, which was released last year. It was a marked change from previous releases, which have seen Apple offer cheaper “SE” versions of the Watch and iPhone, as well as much smaller handsets. Various reports have suggested that Apple is planning to do the same with its iPhone line-up. That could eventually bring an “Ultra” version of the iPhone, reports have suggested, presumably with premium features and other changes intended to encourage customers to buy it. This time around, however, Apple will offer the same line-up as it did with the iPhone 14: a smaller and larger version of both the normal iPhone 15 and the premium iPhone 15 Pro. The larger version of the latter – the iPhone 15 Pro Max – will be the most expensive. This year, the iPhone 15 Pro Max could have even more features that set it apart from the rest of the line-up. Rumours have indicated that Apple is adding a “periscope lens” to the larger phone, which would allow it to offer more zoom without taking up more space. Numerous analysts and reports have suggested that those changes could bring additional cost to the price of the iPhone. The iPhone 14 Pro Max currently costs $1,099 and the new model could be $200 more than that, analysts have indicated. The changes are also set to raise the average selling price of an iPhone, according to a new report from analyst Dan Ives at Wedbush and reported by 9to5mac. It would take the average selling price to $900-$925, he suggested. Apple will reveal the new iPhones – and their price – at an event on Tuesday, 12 September. They are expected to go on sale the following week. The base iPhone 15 is expected to largely be brought in line with the current iPhone 14 Pro, borrowing its chip and the “Dynamic Island” at the top of the display. The iPhone 15 Pro is expected to get a new, more powerful chip, thinner bezels around the display, and an “action button” on the side of the phone. Apple is also expected to move the port at the bottom of of all the new phones from the current Lightning to USB-C.

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