Apple’s 2023 Event: A Game-Changing Moment Awaits


Apple’s much-anticipated September event is on the horizon, promising a number of major announcements that will no doubt become hot topics of discussion. Apple is rumored to be unveiling the new iPhone 15 and iPhone 15 Pro, along with the Apple Watch 9 and the intriguing Apple Watch Ultra 2. There is even speculation about the introduction of USB-C AirPods and the possibility of a new iPad mini 7. With such a diverse line-up, the main word September 12 to start at 1 p.m. ET/10 a.m. PT, is set to be a major event.

Our team will be on-site to provide real-time updates via our live blog of the iPhone 15 event. What makes this coverage particularly exciting is the insight we’ll provide into audience reactions, something you won’t get from watching an Apple event from the comfort of your own home.

One of the buzziest topics that is expected to draw strong reactions is the alleged increase in the price of the iPhone 15 Pro Max. Reports suggest that it could cost up to $200 more than its predecessor, the iPhone 14 Pro Max. In a world still struggling with economic uncertainty, the potential starting price of $1,299 is undeniably high.

To put that into perspective, consider Apple’s recent Vision Pro announcement at June’s WWDC 2023 event. While event attendees seemed genuinely excited about the 3D computer’s capabilities, there was an audible gasp when Apple revealed the $3,500 price tag. Such reactions are unlikely to be captured in a live broadcast of an Apple event, where viewers are limited to pre-recorded videos.

The emerging question centers on the pricing strategy for the iPhone 15 series. The prevailing consensus is that Apple will maintain the prices of the iPhone 14 and iPhone 14 Plus, which translates to $799 for the iPhone 15 and $899 for the iPhone 15 Plus. However, whispers in the tech world suggest a $100 price increase for the iPhone 15 Pro and a staggering $200 increase for the iPhone 15 Pro Max. This increased cost can be attributed in part to the adoption of a stronger and lighter titanium design, a departure from the stainless steel used in previous Pro models.


Another interesting innovation in the iPhone 15 Pro series is the introduction of an action button that replaces the ringtone switch. This button promises to offer quick call mute along with customizable shortcuts, including launching the camera. Camera enthusiasts will also be pleased to hear about potential upgrades, including a new sensor from Sony, and for the iPhone 15 Pro Max, an exclusive periscope telephoto lens that potentially gives it 6x optical zoom, or even a rumored 10x zoom. This level of innovation raises questions about whether the iPhone 15 Pro Max could be renamed the iPhone 15 Ultra.

When considering the price outlook, it’s worth noting that Samsung already offers a more expensive flagship phone with the Galaxy S23 Ultra, starting at $1,199 / £1,249. So Apple’s decision to price the iPhone 15 Pro Max above that range isn’t entirely surprising, especially if it comes with double the storage, jumping from 128GB to 256GB.

Still, the timing of these rumored price hikes is a cause for concern, especially in the smartphone market, which according to IDC is down 6.8% year over year as consumers hold on to their devices for longer. Apple also felt the impact, with iPhone shipments falling 2% in the second quarter compared to the previous year. Releasing the most expensive iPhone ever in this economic climate is undoubtedly a bold move, and the reaction, both to Apple’s action and among consumers, will play a key role in determining the success of this gamble.