
For the last few years we’ve said that the pick of the iPhone range is the Pro, so for example the iPhone 14 Pro is a lot more powerful than the entry level iPhone 14 but the iPhone 14 Pro Max is probably overkill for most. That’s likely to be the case with the iPhone 15 too.
The Pro gets most of the new features without the Pro Max price tag. And, according to a new report, Apple intends the iPhone 15 Pro to be its most in-demand phone when it launches in late 2023.
That report comes via itHome, which quotes a display supply chain analyst who says Apple has ordered considerably more displays for the iPhone 15 Pro than it did for the iPhone 14 Pro.
The analyst says that the order volume could be 100% higher across the iPhone 15 series, with the iPhone 15 Pro accounting for 58% of orders. For the iPhone 14 Pro, that figure was 43%.
The "pro" is short for "profitable"
Apple’s focus on the Pro models isn’t a surprise: according to research by CIRP published earlier this year, in December 2022 the iPhone 14 Pro and Pro Max accounted for 51% of all iPhone sales in America – not just the iPhone 14 but also older models including the 13, 12 and mini too. The figure might have been even higher if Apple weren’t experiencing some supply issues with the iPhone 14 Pro.
That might also explain why the Pro Max was the bigger seller, accounting for 28% to the Pro’s 23%. That makes it Apple’s most profitable phone thanks to it having the highest price as well as a typically large Apple profit margin.
We’re still in the rumour stage for the iPhone 15 Pro but we do know that Apple intends to keep differentiating the Pro and Pro Max models from the standard and Plus versions. That means the iPhone 15 Pro and Pro Max are likely to get a faster flavour of USB-C, thinner bezels and a significant camera upgrade.
Sign up to the T3 newsletter for smarter living straight to your inbox
Get all the latest news, reviews, deals and buying guides on gorgeous tech, home and active products from the T3 experts
Less thrillingly, there are also reports that there will be a bigger price gap between the standard/Plus and the Pro/Pro Max models this year.
Writer, musician and broadcaster Carrie Marshall has been covering technology since 1998 and is particularly interested in how tech can help us live our best lives. Her CV is a who’s who of magazines, newspapers, websites and radio programmes ranging from T3, Techradar and MacFormat to the BBC, Sunday Post and People’s Friend. Carrie has written more than a dozen books, ghost-wrote two more and co-wrote seven more books and a Radio 2 documentary series; her memoir, Carrie Kills A Man, was shortlisted for the British Book Awards. When she’s not scribbling, Carrie is the singer in Glaswegian rock band Unquiet Mind (unquietmindmusic).
-
Google Pixel 9a reportedly coming with a stack of freebies
Google’s new Pixel 9a could come with a few somethings to sweeten the deal
By Chris Hall Published
-
This smart tracking device has something Apple's AirTag can't match – and it's very affordable too
Kickstarter project could shake up the Find My market
By Britta O'Boyle Published
-
This Apple Watch cable can also charge your iPhone or even a Samsung Galaxy S25
This interesting cable from Nomad is perfect for Apple fans who travel
By Britta O'Boyle Published
-
Apple Invites is the party planning app your iPhone deserves
The new Apple app is designed to help you create custom invitations
By Mat Gallagher Published
-
iPhone SE 4 price could be surprising... in a good way
This might be my favourite iPhone this year
By Sam Cross Published
-
Apple could launch something completely new this week
This is an unexpected development
By Sam Cross Published
-
Samsung's Vision Pro rival to get a big boost from a clever Google acquisition
Google is buying HTC's XR division to work on Android XR – the driving force behind Project Moohan
By John McCann Published
-
Bizarre iPhone 17 photo leak shows Apple could be heading in a new direction
Alleged early images of the rear casing reveal a very different type of camera... for Apple, at least
By Rik Henderson Published
-
iPhone SE 4 could make iPhone 16 irrelevant – will reportedly include Dynamic Island
But will it have Camera Control and the Action Button?
By Britta O'Boyle Published
-
Apple Intelligence news notification summaries have been suspended
Here's why, as well as how to turn the feature off yourself
By Britta O'Boyle Published