Apple’s iPhone 15 Pro Max Pushes Up the Price
Apple unveiled a new iPhone lineup aimed at wringing more money out of its top model without jacking up prices for more basic versions that are getting only minor upgrades. The Cupertino, Calif., tech giant showed off an iPhone 15 lineup at a company event Tuesday that featured largely incremental improvements, including better cameras, improved battery and new software features. For pricier Pro models, Apple is offering a new titanium case to make the phones lighter and a screen that pushes further out to the edges of the device, among other advances. The iPhone 15 Pro Max will start at $1199 for a version with 256 gigabytes of memory. Apple said it’s the same price as last year’s Pro Max model with the same storage, but the company effectively raised the minimum price for the Pro Max by $100 by eliminating a lower-price 128-gigabyte model. Apple shares closed down 1.7% Tuesday after the announcements.