Chief Executive Tim Cook didn't show off "one more thing" on Wednesday, but he did have one new Apple Inc. offering to share: reasonable pricing.
Chief Executive Tim Cook didn’t show off “one more thing” on Wednesday, but he did have one new Apple Inc. offering to share: reasonable pricing.
“It was a shock, I thought a $100 price increase was a foregone conclusion,” said Dan Ives, an analyst at Wedbush Securities. “Apple read the room and Cook didn’t want to raise prices.” The concern for investors from this move would be Apple’s profit margin. Record inflation has not just hit consumers — electronics manufacturers are seeing higher prices and uncertain supply of many components. The 15-year-old iPhone family is still Apple’s biggest revenue and profit generator, even as it is a mature product, so a margin decline would be felt acutely on the overall bottom line.
“Everything being an A or an M chip, that allows them a certain flexibility,” Lopez said. “It’s a classic vertical integration strategy.”
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