Apple Inc. introduced its latest iPhones at an event Tuesday, banking on new materials, camera upgrades and improved performance to coax back consumers in a sluggish smartphone market.
The company unveiled four new models, keeping pace with the past few generations: the iPhone 15, 15 Plus, 15 Pro and 15 Pro Max. Like last year, the entry-level models start at $799. The Pro version will remain $999, but the Pro Max will now begin at $1,199 — up $100 from last year’s installment.
The new models — especially the high-end versions — represent the first significant iPhone overhaul since the company’s first 5G phones came out in 2020. Apple is looking to pull out of a sales slump, and it’s counting on major changes to the device to get people to upgrade. The company also is facing trouble in China, where government workers are increasingly banned from using its products and consumer sentiment may be turning against US-branded technology.
Against that backdrop, Chief Executive Officer Tim Cook touted the new lineup as a showcase of the company’s recent breakthroughs.