Elevating Design: iPhone 15 Pro Debuts with Titanium, Apple Keeps Prices Stead
Apple unveiled its latest iPhone 15 series, featuring a new titanium shell, enhanced processing power, and improved gaming capabilities. Despite introducing significant upgrades, Apple opted not to increase the prices of the new iPhones, aligning with the ongoing global smartphone market downturn.
The iPhone 15 launch event, held at Apple’s Cupertino headquarters, took place amid economic uncertainties, particularly in China—Apple’s third-largest market. The company faces challenges from expanded restrictions on iPhone usage in government offices and increased competition from Huawei Technologies, which recently raised its second-half shipment target for the new Mate 60 series smartphone.
While Apple did not deliver blockbuster surprises, it showcased several new features driven by machine learning. The iPhone 15 models, including the Pro series, boast a brighter display, a 48-megapixel camera, and batteries with 100% recycled cobalt. The satellite connectivity in the iPhone 15 enables features like summoning roadside assistance in collaboration with the American Automobile Association (AAA).
The new iPhones will support USB-C charging cables, complying with European regulations and providing consistency across Apple devices. Notably, the iPhone 15 Pro introduces the use of titanium, making it lighter and stronger than its predecessors.
The prices for the iPhone 15 series remain stable, with the iPhone 15 starting at $799, the iPhone 15 Plus at $899, the Pro series at $999, and the Pro Max at $1,199. The decision to maintain prices reflects an awareness of consumer budget constraints and the challenges of convincing users to upgrade in the absence of significant changes.
In addition to the iPhone launch, Apple introduced new features for its watches, including the Series 9 Watch and the outdoor sports-focused Apple Watch Ultra 2. The company highlighted its commitment to environmental sustainability, announcing the discontinuation of leather use in its products and introducing a new textile called “FineWoven” as a substitute. Apple reiterated its goal to achieve carbon neutrality by 2030.
The event concluded with Apple’s shares closing down 1.7%, with observers noting the absence of dramatic changes but acknowledging the strategic move to keep iPhone prices stable amid market challenges.
