

For the last few years we’ve said that the pick of the iPhone range is the Pro, so for example the iPhone 14 Pro is a lot more powerful than the entry level iPhone 14 but the iPhone 14 Pro Max is probably overkill for most. That’s likely to be the case with the iPhone 15 too.
The Pro gets most of the new features without the Pro Max price tag. And, according to a new report, Apple intends the iPhone 15 Pro to be its most in-demand phone when it launches in late 2023.
That report comes via itHome, which quotes a display supply chain analyst who says Apple has ordered considerably more displays for the iPhone 15 Pro than it did for the iPhone 14 Pro.
The analyst says that the order volume could be 100% higher across the iPhone 15 series, with the iPhone 15 Pro accounting for 58% of orders. For the iPhone 14 Pro, that figure was 43%.
The "pro" is short for "profitable"
Apple’s focus on the Pro models isn’t a surprise: according to research by CIRP published earlier this year, in December 2022 the iPhone 14 Pro and Pro Max accounted for 51% of all iPhone sales in America – not just the iPhone 14 but also older models including the 13, 12 and mini too. The figure might have been even higher if Apple weren’t experiencing some supply issues with the iPhone 14 Pro.
That might also explain why the Pro Max was the bigger seller, accounting for 28% to the Pro’s 23%. That makes it Apple’s most profitable phone thanks to it having the highest price as well as a typically large Apple profit margin.
We’re still in the rumour stage for the iPhone 15 Pro but we do know that Apple intends to keep differentiating the Pro and Pro Max models from the standard and Plus versions. That means the iPhone 15 Pro and Pro Max are likely to get a faster flavour of USB-C, thinner bezels and a significant camera upgrade.
Sign up to the T3 newsletter for smarter living straight to your inbox
Get all the latest news, reviews, deals and buying guides on gorgeous tech, home and active products from the T3 experts
Less thrillingly, there are also reports that there will be a bigger price gap between the standard/Plus and the Pro/Pro Max models this year.
Writer, musician and broadcaster Carrie Marshall has been covering technology since 1998 and is particularly interested in how tech can help us live our best lives. Her CV is a who’s who of magazines, newspapers, websites and radio programmes ranging from T3, Techradar and MacFormat to the BBC, Sunday Post and People’s Friend. Carrie has written more than a dozen books, ghost-wrote two more and co-wrote seven more books and a Radio 2 documentary series; her memoir, Carrie Kills A Man, was shortlisted for the British Book Awards. When she’s not scribbling, Carrie is the singer in Glaswegian rock band Unquiet Mind (unquietmindmusic).
-
Cowboy rolls out fresh new shades for its e-bikes – and they look ready for the spring
The brand's latest e-bike colours bring a breath of fresh air to city streets
By Matt Kollat Published
-
Merrell drops a SpeedARC without the BOA – and your wallet will thank them
SpeedARC Matis swaps BOA for laces but keeps the tech
By Matt Kollat Published
-
Apple could have two Studio Displays in the pipeline, but there's mystery behind the second
The great Apple monitor mystery – is Apple making two Studio Displays or something even bigger?
By Carrie Marshall Published
-
Google Maps design update finally comes to iPhone after Android owners have enjoyed it for months
It should make one-handed use much easier
By Britta O'Boyle Published
-
MacBook Air M4 ups the power, battery life and is surprisingly cheaper
Apple announces a new MacBook Air with a big upgrade to M4 processing
By Rik Henderson Published
-
There's an ingenious and cheap way to make sure you never lose your camera
If you're worried about losing your expensive camera, this little device could help
By Chris Hall Published
-
5 must-know iPhone 16e facts and how it compares to iPhone 16
Apple's newest iPhone is an interesting addition
By Max Freeman-Mills Published
-
Apple's "Google Lens" update is confirmed for older iPhones too, but there's a small catch
Visual Intelligence is Apple's answer to Google Lens and it'll soon be available on iPhone 15 Pro and Pro Max
By Rik Henderson Published
-
iPhone 16e official – Apple's entry-level iPhone gets a new name and Apple Intelligence
If you were considering an iPhone 16, this could be a more pocket-friendly alternative
By Rik Henderson Published
-
Apple Maps could soon get an update that'll certainly divide opinions
iPhone users may soon notice a change in their Apple Maps results
By Sam Cross Published