Apple customers are an affluent lot. The average selling price of an iPhone has increased by almost a fifth in the past three years, reaching nearly $1,000. The new $1,199 iPhone 15 Pro Max, with its Mars Rover-grade titanium frame, will lift that figure higher.
Mostly, design tweaks across the latest range of iPhones are incremental. Apple did its best to make a switch to USB-C charging cables sound exciting. But the real reason was more mundane: EU legislation designed to reduce electronic waste by making charging interfaces compatible.
The real changes come at the top end. Inside the iPhone 15 Pro and Pro Max is a new A17 chip that will improve battery life, gaming capabilities and camera function. Apple wants to encourage its customers to give up their old phones and spend more money on a highly priced model.