Cupertino, Calif.: Apple’s latest line-up of iPhones will boast better cameras, faster processors, and a longer-lasting battery — all at the same prices as last year’s models, despite inflationary pressure that has driven up the cost of many other everyday items.
Pricing for the standard iPhone 14 will start at $799; the deluxe iPhone 14 Pro Max will start at $1099.
The pricing decision, revealed Wednesday during Apple’s first in-person product event in three years, came as a mild surprise. Many analysts predicted Apple would ask its devout fans to pay as much as 15% more to help offset rising costs for many components.
The hoopla surrounding Apple’s new iPhone 14 models is part of a post-Labor Day ritual the company has staged annually for more than a decade. Wednesday’s event was held on the company’s Cupertino, California, campus at a theater named after company co-founder Steve Jobs. After Apple CEO Tim Cook strolled out on stage, most of the event consisted of pre-recorded video presentations that the company honed during previous events staged during the pandemic.