The biggest unknowns at today’s $Apple(AAPL.US) event are Air positioning and pricing.
1. How do they pitch the iPhone Air? ➡️A bigger, thinner phone may be better (bigger screen) and worse (too big for the pocket). ➡️Thinner begs the question about the battery life. I think that's why it's bigger is to make a bigger battery. ➡️A lot will come down to the design and price. 2. Pricing. Given the tensions around Cupertino and the White House, I would be shocked to see a change in the starting price, but they may increase the cost of storage.➡️They have pricing leverage. Increasing the price by $100 costs a typical iPhone owner $2 more per month.➡️The last time they made a measurable change was two years ago when they increased the Pro Max starting price from $1,099 to $1,199. That’s a 9% increase.➡️The iPhone Pro lineup started in 2019 at $999. That price has not changed.➡️The most common configuration of an iPhone Pro Max (25% of sales) is $1,400. The most common configuration of the Pro is $1,100.Source: Gene Munster
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