In the past two months, Apple[1] has launched the iPhone[2] XS, iPhone XS Max, iPhone XR, iPad Pro, Mac mini, and MacBook Air. The common thread? Apple[3] is testing how much it can raise prices -- and the prospect has Wall Street analysts salivating. Tech buyers may not be so happy.
Must read: Apple's new iPad Pro, MacBook Air, and Mac mini: Can features, specs retain business momentum?[4]
If we've learned anything about Apple[5] in recent months and years, it's that the company has pricing power. While Samsung customers may choke on higher prices and push the company into more of a value-oriented pitch, Apple remains the luxury device maker.
We're about to find out just how far Apple[6] can push price increases. To be fair, commodity costs have risen, and China tariffs are going to hit at some point. In many ways, Apple is just part of a broader inflation trend in the US economy. In other words, Apple isn't the only company looking to raise prices to preserve margins.
Another point to ponder is that Apple has raised premium device prices, but offered other devices like the iPhone[7] XR to appeal to those of us that don't want to go higher than $1,000 for a phone[8].
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