The iPhone 14 price hike is real across the UK and EU, where we’re seeing increases of up to £150 and €200 – making the standard iPhone and iPhone 14 Pro models much more expensive than they are in the US.
I understand that inflation is difficult now. European currencies are dropping in values, and Apple has a relative aversion to VAT at times, but a $3 trillion business certainly doesn’t need to increase the cost of its hardware drastically.
Remember when we were reporting a potential iPhone 14 Pro price increase? That $100 increase sparked a lot of outrage, which then led to analysts claiming it wasn’t as bad as we had feared — which eventually led to Apple ditching it entirely and charging the same price for the iPhone 14 and iPhone 14 Pro models.
Instead, the company raised prices in Europe without saying a word. For context, the iPhone 14 Pro’s $999 price tag translates to roughly £870, or €1,000. Let’s see how far the prices have gone up.
|device||UK price||price in germany|
|iPhone 13 Pro||£949||€1149|
|iPhone 13 Pro Max||£1049||1249 €|
|iPhone 14||£849||999 Euro|
|iPhone 14 Plus||£949||€1049|
|iPhone 14 Pro||£1099||1299 EUR|
|iPhone 14 Pro Max||£1199||1449 €|
This means that the standard iPhone models go up by £70 and €100 respectively, while the Pro models go up by £150 and the same €100 jump in Europe. When converting currencies into US dollars, people across Europe are expected to spend up to 30% more than customers in the US.
We’ve talked about flagship phones whose flagship pricing is a tough buy in the midst of a cost-of-living crisis before, but Apple doesn’t seem to have the message.
The first question is clear: why did the company increase prices so dramatically? I’ve reached out to Apple for comment and will update this piece as soon as I hear back.
But I was hoping to get more sensitivity from the company and its end results at a time like this. We all love new technology, especially the new iPhones, but many of us just can’t bear the brunt of this price hike. Perhaps it pays to wait for the iPhone 15 and wait for this inflation storm to pass.