Apple is contemplating raising the prices of its high-end iPhone Pros with the release of new models in the fall, from $999 to at least $1,099 The intended price increase is aimed at increasing Apple's overall revenue by raising the average selling price of their new iPhones. By increasing the prices of its high-end iPhones, Apple might capitalize on recent trends in the smartphone industry. While overall smartphone shipments have been declining for a year, there is still demand from consumers for premium and expensive devices.