Apple’s product launch event early this morning had one nasty, unannounced surprise for Australian consumers: iPhone prices, across the board, have increased by 15 per cent.
Apple’s iPhone 6 and iPhone 6 Plus range, and the iPhone 5s have all increased in price by around 15 per cent.
It’s likely a response by Apple to the deterioration in the Australian dollar relative to foreign currencies, notably led by a fall against the US dollar.
On September 10th, 2014, the day Apple announce the iPhone 6, one Australian dollar was buying around 91.5 US cents.
Just nine days later, September 19th – the day the iPhone 6 hit stores in Australia – the Aussie was buying 89 US cents.
As of the 10th of March, the Aussie is buying just 77 US cents. That’s approximately a 15 per cent fall in exchange rates, and about the same jump that Apple has made with iPhone pricing.
It is unusual that Apple would change retail pricing for existing products, although not unprecedented. Techly has contacted Apple for comment.
All of Apple’s iPhone prices in stores and online have leapt 15 per cent, and in real dollars terms that’s significant.
For example, the iPhone 6 was $869 for the 16GB model, and is now $999. The iPhone 6 Plus 16GB model was $999, and is now $1149.
Even the iPhone 5s is hit, despite now being two and a half years old. The 16GB iPhone 5s was $749 and is now $829.
Only the 5C remains static. These changes are local to the Australian market, and are not across Apple’s international products.
A check this morning of various brick and mortar technology retailers, including JB Hi-Fi, Harvey Norman, Dick Smith, and others, indicate that old pricing remains in place – at least for now.
A call to JB Hi-Fi head office was directed to email, with no response received at the time of writing as to how long those prices might last.
If you’ve been thinking about getting a new iPhone outright, do it today at a non-Apple retailer if there’s stock.
While it’s very unlikely existing phone contracts with the likes of Optus or Telstra will change, new customers might face price increases as telcos pass on the cost.
So far there’s been no changes listed on the various range of options from the majors players including Telstra, Optus, Vodafone and Virgin, but we have contacted each for for comment.
If you’ve been thinking about getting a new iPhone on a contract, do it today.
Initial pricing checks of Apple’s range of products shows that only iPhones have changed price at this stage, with iPads, Macs and MacBooks and the range of other Apple products unaffected.