The showcase at Apple’s headquarters in Cupertino, California, comes as the company tries to reverse a mild slump that has seen its sales drop from last year in three consecutive quarters. The malaise is a key reason Apple’s stock price has dipped by about 10% since mid-July, dropping the company’s market value below the $3 trillion threshold it reached for the first time earlier this summer.
Investors apparently weren’t impressed with what Apple rolled out Tuesday. The company’s shares fell nearly 2%, a steeper decline than the major market indexes.
As has been case with Apple and other smartphone makers, the four types of iPhone 15 models aren’t making any major leaps in technology. But Apple added enough new bells and whistles to the top-of-the line model — the iPhone 15 Pro Max — to boost its starting price by $100, or 9%, from last year’s version to $1,200. As part of the higher base price, the cheapest iPhone 15 Pro Max will provide 256 megabytes of storage, up from 128 megabytes for the least expensive version of the iPhone 14 Pro Max.
Apple is holding the line on prices for rest of the line-up, with the basic iPhone 15 selling for $800, the iPhone 15 Plus for $900 and the iPhone 15 Pro for $1,000.
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