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Apple Keeps Prices Steady for iPhones, iPads and Apple Watches

  • September 18, 2021

Apple on Tuesday unveiled an array of new hardware offerings — including an update to its flagship iPhone — improving on previous models. But one metric remained mostly the same: the price.

The new iPhone 13 will cost $800, the same as last year’s iPhone 12, while the iPhone 13 Mini will cost $700, identical to last year. The more expensive models of the new phones, the iPhone 13 Pro and 13 Pro Max, will cost you $1,000 and $1,100, respectively, the same as last year’s premium versions.

Apple has raised its phone prices over the years, with the increases sometimes spooking consumers. Sales of the more expensive iPhone X models that began at $1,000 in 2018 were slower than expected, for instance, causing Apple to mark down revenue estimates and cut prices in China.

The company responded in 2019 with a cheaper offering: $700 for the iPhone 11, down from $750 for the comparable iPhone XR the prior year. And last spring, it unveiled a new budget iPhone SE for $400. Some analysts thought the strategy might be shrewd during the pandemic, as people tried to save money.

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