Apple is poised to revise the pricing on its older iPhone models almost immediately after the introduction of the new iPhone 15 lineup, according to a report from the BGR portal. The move is framed as a strategic step in keeping older devices attractive to fresh buyers while the newest models take center stage in Apple’s ecosystem. Industry watchers point out that price adjustments of this kind have become a routine part of Apple’s product cadence, serving to refresh the value proposition of prior generations without disrupting the excitement surrounding the flagship release.
Experts note that Apple has a history of trimming the cost of earlier devices each year when new generations debut. This season, projections suggest that the overall price of Apple’s current smartphone family could see a decline of roughly $100, a shift that would make earlier models more accessible to a broader audience while the new devices command premium positioning. The forecasted reductions are generally aligned with the broader market pattern of clearing inventory and stimulating post-launch demand for the entire lineup.
According to estimates compiled by BGR, minimum-price benchmarks for notable models in the lineup are expected to look like this: the third-generation iPhone SE at $429, the iPhone 13 at $599, the iPhone 14 at $699, and the iPhone 14 Plus at $799. These figures are anticipated to apply in official Apple Stores within the United States, reflecting Apple’s standard strategy of presenting a tiered price ladder that accommodates varied budget ranges while the newest generation takes the spotlight elsewhere in the lineup. The price reductions are not described as permanent across all markets but are positioned as official pricing in key channels within the US ecosystem during the transition period.
In parallel, Apple is expected to discontinue official sales of the iPhone 12 as part of the natural lifecycle progression, making room for the latest technology to take its place within the main product family. Meanwhile, premium devices like the iPhone 14 Pro and iPhone 14 Pro Max are projected to be superseded in the lineup by the forthcoming iPhone 15 Pro and iPhone 15 Pro Max, the latter sometimes being referred to in press circles as Ultra. This transition supports Apple’s ongoing strategy to consolidate its most capable devices under a new generation while offering compelling reasons for buyers to upgrade or switch within the brand’s ecosystem across price tiers and feature sets.
Insider reporting and comments from Bloomberg journalist Mark Gurman point to a launch event set for September 12, with devices expected to reach consumers online and in stores shortly after the announcement. The anticipated timeline suggests a short window between reveal and availability, a pattern Apple has used to create momentum and fast track early adoption. Alongside the iPhone 15 family, observers expect the introduction of the Apple Watch Series 9 and a second-generation Watch Ultra, broadening Apple’s wearable lineup to complement the new flagship devices and enhance the company’s integrated health and fitness story.
Outside of the company’s home market, chatter has emerged that pre-order activity for the anticipated iPhone 15 had begun in Russia ahead of the official release, signaling early interest from regional markets as fans prepare for the next iteration. This phenomenon mirrors global anticipation patterns where enthusiasts in multiple countries monitor Apple’s announcements closely, readying their purchase decisions as soon as official specifications and pricing become clear. In such markets, distributors and retailers often align promotions with the official US pricing framework while accounting for local taxes, duties, and shipment considerations that influence final consumer cost in each country.