The biggest reveal at Apple’s much-anticipated event on Wednesday wasn’t any gadget — it was that the tech giant won’t raise iPhone prices despite rampant inflation and supply chain issues.
Apple CEO Tim Cook took the stage at the company’s campus in Cupertino, Calif. to unveil four new models ranging in price from $799 for the iPhone 14 to $1,099 for the iPhone 14 Pro Max — putting all the prices in line with Apple’s current offerings.
Wall Street analysts had widely expected Apple to jack up the prices of iPhones as consumers face higher prices around the world and tech firms including Apple continue to struggle with supply chain disruptions.
Wedbush Securities managing director Dan Ives told The Post the “impressive” lack of price increases was “a positive shocker for the Street” given Apple’s increased manufacturing costs.
Apple shares closed up more than 0.9% at $155.96.
While the prices for the new slate of iPhones are staying the same, the devices come with a slew of new features, including upgraded cameras and a redesigned screen that’s “always on.” The company also revealed new Apple Watches and AirPods.
The pricier iPhone Pro ($999) and Pro Max models look similar to previous editions but come with a smaller notch at the top of the screen that will house sensors and the front-facing camera. The new notch, which Apple dubbed the “dynamic island,” will be incorporated into notifications and display information about apps running in the background.
The higher-end models also feature an upgraded 48-megapixel main camera — the highest quality iPhone camera ever — and a watch-like “always-on” display that shows the time and other important information without users having to press any buttons.
The standard and Plus models ($899), meanwhile, feature upgraded 12-megapixel main cameras. All of the iPhone models will be better at taking photos in low-light and dark environments, as well as the ability to shoot smoother videos, Apple said.
The new iPhones will also come with a car crash detection feature that can automatically notify the police and emergency contacts. Another new safety feature will let new iPhones make emergency calls via satellite connection even when they don’t have cellular service.
The satellite feature will come free with new iPhones for two years, Apple said.
The iPhone 14 and iPhone 14 Pro models feature 6.1-inch screens, while the iPhone 14 Plus and iPhone 14 Pro Max models will have 6.7-inch screens.
The iPhone 14 Pro and Pro Max will be available Sept. 13, the iPhone 14 will go on sale Sept. 16 and the iPhone 14 Plus will be available on Oct. 7.
Notably, Apple did not reveal any new versions of its iPhone Mini, which underperformed expectations in recent years.
“The mini experiment was clearly a disappointment,” Ives said.
Apple did unveil three new Apple Watches — including the new high-end titanium Apple Watch Ultra.
The Ultra features upgraded GPS capabilities and will get up to 36 hours of battery life on each charge or up to 60 hours under a new battery optimization feature, Apple said.
Apple is targeting the Ultra watch at everyone from scuba divers to trail runners, with chief operating officer Jeff Williams calling the Ultra “the most rugged and capable Apple Watch ever.”
It will sell for a whopping $799 and be available starting on Sept. 23.
The mid-priced Series 8 Apple Watch, meanwhile, features a bigger screen, longer battery life and new ovulation tracking features for women.
The Series 8 will start at $399. The low-end Apple Watch SE will start at $249. Both watches will be available starting Sept. 16.
All three new Apple watches also come with the same car crash detection features as the new iPhones.
Beyond watches and phones, Apple showed off a new version of its AirPods Pro earbuds, which feature longer battery life, higher audio streaming quality and twice as much active noise cancellation capability as the current generation of AirPods Pro.
The new earbuds will retail for $249 — the same price as the current AirPods Pro. They will be available starting on Sept. 23.