Why Apple didn't increase the iPhone 13 price?

Apple recently launched iPhone 13 series and the price tag was the same as previous generation. Apple have been very careful with the pricing after Apple experienced the fall in 2019 Q1 sales. According to Canalys - a independent research firm, Apple sales declined 23.2% in Q1 2019 than its previous year. It was the largest single-quarter decline in the history of the iPhone according to Canalys.

In 2018, the iPhone launched iPhone XS series along with cheaper XR model. iPhone XR sales was almost double the iPhone flagship. This showed that lower priced smaller iPhones are much appreciated. In 2019, Apple launched iPhone 11 with the price tag of iPhone 8 (₹64,000, $699). Apple sold 925 thousand iPhone in Q4-2019 growing by over 200% annually in India according to Canalys.

Let’s have a look at the launch prices of the previous iPhones:

The blue line Indicates the base variant of the iPhone launched in their respective year. iPhone 11 was the relief for Apple fan after seeing the ultra-price tag of iPhone XS at 99,900/- in India. This helped apple in sales and apple continued to have affordable price tag with no increase in price of iPhone 13 series from the last year’s iPhone 12 series.

Apple leaned more on its subscription model for its revenue with Apple One plan launched in 2020. Apple One in India is priced at ₹195/- for individual and Family plan at ₹365/- for up to five members. Apple also launched New Apple Music Voice Plan which allow users to play music through Siri at ₹49/- a month.

Image Credit: Apple

I hope Apple continues the flat line increase in price tag of upcoming iPhones and keep making it more accessible to the users. Even though I feel Apple will try its ultra-premium price tag once again when Apple decides to ditch the Notch. Well, that we can discuss some other time but Selling Kidney for iPhone is not just reasonable, yet.