A new report from Bloomberg states that Apple is looking to increase its revenue this year by increasing the iPhone 15 lineup average selling price. This would be enabled by the 2023 iPhone 15 Pro Max, which will be the most expensive iPhone ever, but there's also going to be a change in the distribution of the versions.
Despite the economic uncertainty this year Apple feels its total sales will remain unchanged at about 85 million units. There will be fewer base iPhone 15 orders due to CMOS sensors issues and Apple will increase iPhone 15 Pro production to compensate for the lack of cheap iPhone 15.
To some extent, it makes sense for Apple to increase its prices, as we've seen most manufacturers do that in the last year or so. In fact, During its 2022 launch event, Apple said it wouldn't be increasing its prices for the iPhone 14 lineup, but that was true only for China and the US, while European iPhone prices went up significantly.
