The showcase at Apple’s Cupertino California, headquarters comes as the company is mired in a mild slump that has seen its sales drop from last year in three consecutive quarters — with management signaling another downturn is likely during the current quarter that will be capped with the release of its iPhone 15 lineup.
The basic iPhone 15 models also may be redesigned to include a shape-shifting cutout on the display screen that Apple calls its "Dynamic Island" for app notifications — a look that was introduced with last year’s Pro and Pro Max devices. The improved camera is one of the reasons Apple is also expected to raise the prices of the Pro and Pro Max. The iPhone 14 Pro starts at $1,000 while the Pro Max starts at $1,100. Analysts think the iPhone 15 versions of those models may cost an additional $100 to $200, testing how much consumers are willing to pay for the devices at a time when post-pandemic inflation has been squeezing more household budgets.
Apple is being forced to start phasing out the Lightning port cables that it rolled out in 2012 with the release of the iPhone 5 because of a mandate that European regulators are imposing in 2024. It’s unclear whether Apple will initially limit the switchover to USB-C ports to models made specifically for the European market or make the change worldwide.