Shulou(Shulou.com)11/24 Report--

Beijing, Oct. 19 (Xinhua) in September, Apple did not raise the price of its new iPhone 14 series when it unveiled its new series of phones, which surprised many people. For the flagship product, which accounts for about half of the company's revenue, Apple doesn't seem to want to affect its sales because of the price increase.

The new iPad Pro, but for the iPad product line, Apple's price increase is very straightforward. Last night, Apple released the tenth generation of iPad and M2 chip version of iPad Pro directly through its website. In addition to the performance upgrade, the price increase of the new iPad is also a cause for concern.

According to the official website, the starting price of the 10th generation iPad 64GB WiFi version has been raised to 3599 yuan, 1100 yuan more than the previous generation's 2499 yuan, while the new 11-inch iPad Pro starts at 6799 yuan and 9299 yuan, up 600 yuan and 800 yuan respectively. In addition, Apple also raised the price of the iPad Air 5, which is 400,500,500,600 yuan more expensive for the four versions.

Apple declined to comment on the way its products are priced.

Anshel Sag, chief analyst at Moor Insights & Strategy, a technology consultancy and research firm, said this was "probably due to overall increases in raw materials and labour costs".

The price increase brought about by the product upgrade first of all, the upgrade of the product itself has brought about a rise in cost, and the tenth generation iPad is indeed significantly different from the lower-priced models released last year. In addition to the colorful new design, it also has a larger 10.9-inch screen, supports 5G wireless networks, and the processor is upgraded to A14. It also abandoned Apple's proprietary Lightning port and used the USB-C port to charge and connect accessories. In addition, it not only upgraded the rear camera to 1200 megapixels, but also introduced the first horizontal front camera in the whole series to ensure that users can keep looking at the camera during video calls.

The tenth generation iPad as the high-end series of the iPad product line, the new version of iPad Pro has been replaced with a new generation of M2 chip. Apple says the CPU of the M2 chip is 15 per cent faster than the previous generation, while the image processing speed of the 10-core GPU can be up to 35 per cent faster. The 12.9-inch version uses a Mini LED screen, while the 11-inch version continues to use the LED retina display. Both screens support ProMotion function, and the refresh rate is up to 120Hz.

This is also a strategy of Apple. Apple often raises the price of new models while continuing to sell older models at lower prices. For example, Apple launched a new MacBook Air earlier this year for $1199, but the company still sells the old MacBook Air released at the end of the year for $999.

At present, the inflation rate in the United States and Europe is high under the influence of the international environment. Core CPI in the US rose 6.6 per cent in September from a year earlier, the biggest increase since August 1982, suggesting that the US is under widespread price pressure. Inflation in Britain hit a 40-year high of 10.1% in July, and prices continued to rise rapidly.

Inflation leads to higher oil prices in the United Kingdom, for example, the price of iPhone 14 has not increased in China and the United States, but the price in the United Kingdom has risen by 70 pounds. The newly released 10th-generation iPad costs £499 in the UK, £180 more than the previous generation's £319. The new 12.9in M2 chip version of the iPad Pro costs £1249, which is £250more than the previous £999m.

Inflation is also related to changes in the exchange rate. In the case of a rising dollar, other currencies will depreciate relatively, pushing up prices. The pound and the yen, for example, have fallen sharply.

In July, Apple raised the prices of iPhone and iPad in Japan by as much as 25 per cent because of the rapid depreciation of the yen. For example, the starting price of the iPhone 13 rose by 19,000 yen, or 19%, to 117,800 yen. IPad and iPad Air rose 10, 000 yen, or 25% and 13%, respectively.

In fact, Apple is not alone in raising prices. In early August, Facebook parent Meta began raising the price of its Quest 2 virtual reality headset by $100, which has been priced at $299 since its launch in the fall of 2020. Later that month, Sony announced that PS5, which is in short supply, would raise prices in some countries outside the United States.

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