"iPhone 15: Price Shock, Pro Max Appeal, and Cheaper Alternatives"

The iPhone 15 range is expected to be Apple's most expensive yet, with the iPhone 15 Pro Max potentially seeing a $200 price increase and the iPhone 15 Pro likely to have a $100 price jump. The iPhone 15 Pro Max may also be rebranded as the iPhone 15 Ultra. The new prices aim to create clear value distinctions between the models and boost sales, as carriers plan to offer significant discounts and attractive multi-year contracts. The iPhone 15 range is expected to launch on September 12, with pre-orders starting on September 15 and sales on September 22.