Apple isn't usually the first company that comes to mind when you think of restrictive approaches to product pricing. But that's hopefully going to change with the iPhone 16, when Apple's new lineup of phones arrives next month.
I’m not saying that the upcoming iPhone 16 launch event will see Tim Cook take to the stage like Crazy Eddie and announce that its prices are “insane” — Apple has always charged more for its devices and will continue to do so. But the iPhone 16 does give Apple the opportunity to do something that very few of its rivals have done in recent memory: keep phone prices the same when launching a new generation of flagships. And that, more than anything else, could help the iPhone 16 models stand out from the crowd.
Smartphone prices are rising
Google recently unveiled its new Pixel 9 phones. There's a lot to like about these devices, and we've got our hands-on Pixel 9 review as well as our first look at the Pixel 9 Pro and Pixel 9 Pro XL. But aside from all the positives you can make about AI features like Pixel Screenshots or the practical benefits of Gemini's capabilities, you also have to acknowledge that the latest Pixels cost more than they did last year.
That’s pretty obvious with the Pixel 9, which starts at $799, which is $100 more than the Pixel 8 debuted and $200 more than 2022’s Pixel 7. That’s a shame, because it eliminates one of the big advantages Google’s entry-level device had over Apple and Samsung’s flagships: You didn’t have to pay as much to get your hands on a Pixel. At $799, the Pixel 9 now costs as much as an iPhone 15 or Galaxy S24.
The Pixel 9 Pro's price hike is less obvious, since it costs the same $999 on paper as the Pixel 8 Pro. But there's one big difference between the Pixel 9 Pro and the Pixel 8 Pro: The new phone's screen is much smaller. So, in essence, you're paying the same price for a cheaper phone. If you want a big screen, you'll have to shell out $1,099 for the Pixel 9 Pro XL.
| Phone | Initial price | Increase compared to the predecessor |
| Samsung Galaxy S24 Ultra | $1,299 | +100$ |
| OnePlus 12 | $799 | +100$ |
| Samsung Galaxy Z Fold 6 | $1,899 | +100$ |
| Samsung Galaxy Z Flip 6 | $1,099 | +100$ |
| Google Pixel 9 | $799 | +100$ |
| Google Pixel 9 Pro XL | $1,099 | +$100 (compared to Pixel 8 Pro) |
We shouldn’t blame Google either. Over the past year, we’ve seen Samsung increase the price of the Galaxy Z Fold 6 and Galaxy Z Flip 6 by $100 over their respective predecessors. The Galaxy S24 Ultra also got a $100 increase over the Galaxy S23 Ultra. Even OnePlus, another phone maker known for beating its bigger rivals, increased the price of the OnePlus 12 over its predecessor, though it’s easy enough to take advantage of a trade-in deal that eliminates the extra $100 cost.
Ultimately, if you want to buy a new phone in 2024, there's a good chance you'll pay more than you would for a comparable model in 2023. And that presents an opportunity for Apple when it comes to the iPhone 16's pricing.
iPhone 16 price rumors
So how much will the new iPhones cost? While rumors about Apple's upcoming phones have told us a lot about possible new additions like the Capture button or potential camera improvements, we haven't heard much about pricing, at least until now.
The leaked specs surfaced on social media site X thanks to a leaker named Apple Hub, who includes estimated pricing for the iPhone 16 lineup. For the most part, the leaker predicts prices to match the equivalent iPhone 15 models — the iPhone 16 would start at $799, the iPhone 16 Plus would cost $899, and the iPhone 16 Pro Max would retain the $1,199 price point that Apple set for the iPhone 15 Pro Max. So far, so good.
But there's one model missing from that list. The iPhone 16 Pro is expected to cost around $1,099, which would be a $100 increase over the iPhone 15 Pro's $999 starting price.
On the one hand, a price increase for the iPhone 16 Pro would be in line with the announced additions to Apple’s smaller Pro model. We expect the iPhone 16 Pro to adopt two features added to the iPhone 15 Pro Max a year ago: 256GB of storage in the base model and an upgraded tetraprism zoom lens capable of 5x optical zoom. Those additions led to a $100 increase in the price of the iPhone 15 Pro Max, so we can expect the iPhone 16 Pro to follow suit — and that’s before factoring in the new Pro’s announced increase in screen size.
Still, any price increase would push the iPhone 16 Pro over the psychologically significant $1,000 barrier. And that would essentially make half of Apple’s new lineup unviable for people who balk at paying four figures for a new phone. Companies also like having a $999 option because it appeals to a wider range of potential customers and gives them the extra wiggle room to decide they’re going to splurge on the even higher-end model after all. Apple understands this psychology better than anyone, and I don’t see the company abandoning a tried-and-true approach of charging more for a particular model.
iPhone 16 Price Predictions
In other words, there is at least one rumor that the iPhone 16 Pro will be priced higher. But I would wait for more evidence before assuming that this is a fait accompli.
And honestly, that’s what we’re going to be paying attention to in the final weeks before Apple’s inevitable iPhone announcement. With so many other details already in place, pricing is the only remaining iPhone 16 question we need to answer. The answer could ultimately determine the success of the iPhone 16 launch.