Apple is expected to go big with the iPhone 14 -- literally.
How Apple will price the iPhone 14 is already shaping up to be a test, as broader economic conditions for both the tech sector and consumers have entered choppy waters. A handful of analysts have already forecast slight price hikes for the latest-and-greatest iPhone model. "My expectation is that Apple will probably have to nudge prices up," Ben Wood, chief analyst at market research firm CCS Insight, told CNN Business ahead of the event.
Despite rising inflation and other economic headwinds, Cook said in the company's most recent earnings call that there has been "no obvious evidence" of macroeconomic impact on iPhone sales yet. This doesn't mean the tech giant is immune to a worsening economic climate. It reported a nearly 11% decline in profits during the three months ending in June, compared to the same period a year ago.
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