Seven years without increasing prices. Welcome to our club

Each September, with the arrival of the new iPhone, the ritual begins: examination of specifications, compare the models and, of course, check the prices. In USA, we saw the prices of the iPhone go up and down according to the year, there is a market where Apple maintained a surprising discipline: UNITED STATES. There, the iPhone Pro cost exactly $ 999 since 2017. Seven consecutive years with the same price, as if there was an unwritten law which prohibited the crossing of a thousand dollars.

It is Price maintenance occurred despite the world crisesProblems in the supply chain, pandemics and many, a lot of inflation. A real privilege which has its continuity complicated by a pure economic cycle, and yes, the prices of the Trump administration.

The privilege of buying an iPhone at $ 999

Before showing how prices have evolved, it is important to clarify something: In the United States, prices are always indicated without taxesBecause these vary depending on the state (from 0% in states like Oregon more than 9% in Tennessee). In USA, 21% VAT is already included in the price we see.

We are not analyzing if it is cheaper to buy an iPhone in the United StatesApple's deliberate strategy to maintain the same basic price for so many years In its main market while adjusted prices in the rest of the world. That said, let's see how iPhone Pro prices have evolved:

Curious, right? In USA, we paid 160 dollars more The worst moment (iPhone 14 pro)They have maintained this price sculpted in stone, unchanging to the crisis … so far?

Trump, rates and possible end of an era

Now the situation has radically changed. The Trump administration launched a trade war that directly threatens Apple's business model. Although there is currently a temporary break in certain prices, Signals are clear: difficult times come. The prices offered (although paralyzed) are as follows:

• China: 145% (where 80% of the iPhone is assembled)
• India: 26%
• Vietnam: 46%
• Thailand: 36%

And the most worrying: Howard Lungick, secretary of commerce, has already announced that they were preparing a special approach to electronic devices in the coming months. On the way in which these prices will suppose in Cupertino, there are many theories: to earn less money and to maintain prices, to move all possible production in India, or Distribute this increase between several markets so that it does not affect the United States so widely.

On the part of Apple, the only known movement, according to Reuters, is that they have chartered up to six planes to bring as many devices as possible and to extend the situation. The future? UncertainBoth for the Trump administration and for the decided in Apple Park. But yes, for the moment, the prices are maintained.

Inflation: the elephant in the room

If we have all noticed something, for a few years, life is much more expensive. Inflation, interest rate … Everything has increased, except the price of the iPhone. In real terms, an iPhone X which cost $ 999 in 2017 should cost more than $ 1,300 today to maintain its value. In other words, the Americans not only took advantage of a frozen price, but they actually paid less and less for their iPhone.

Think about it: with the $ 999 that you paid for an iPhone in 2017, you could buy many more products than with the same $ 999 today. Inflation has eroded the real value of money, but Apple has decided to absorb this impact on its native market. And it is something that can hardly be maintained, even less with the additional pressure of the prices.

The storage tip to hide an increase in prices of the iPhone 17 pro

We have already seen signs on how Apple could manage this situation. With the iPhone 15 Pro Max, the company has already played the storage letter: Basic storage to 256 GB has increased, but the price has also increased. It is an intelligent piece. My prediction, as a faithful follower of the brand since its creation, is that we will see an iPhone 17 Pro which begins in 256 GB for around $ 1,099 or $ 1,199. Apple may say that it offers more value and increase incomeThat after seven years without increase and the shadow of prices, it will be more necessary than ever if they want to maintain their margins.

And what does that mean for us in USA? If there is a price increase for the supposed 256 GB iPhone 17 pro, it will result in around 1,300 dollars. Beyond that, we will see how Apple distributes this additional cost, beyond inflation or prices. If only American users will pay it, if you produce more iPhone in China, or if you distribute it between several countries so that the American market (its main source of income) is not so affected.

For years, consumers outside the United States have seen how our prices increased and drop. Now everything indicates that American buyers will experience what we have lived for years: The uncertainty not to know how much the next iPhone will cost And the feeling that, whatever the higher price than the previous one. This is why the title of this article: “Welcome to our club”. A club in which we assumed that the $ 999 or 1,159 dollars of the iPhone X were far behind.

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