Apple’s iPhone Price Bump Is Part of Subtle Revenue-Boosting Strategy

(Bloomberg) — Apple Inc. enacted its long-awaited iPhone price increase with as much subtlety as possible, part of an effort to wring more money from consumers without triggering sticker shock.

On Tuesday, the company boosted the price of just one iPhone model — the top-end Pro Max, which climbs by $100 to $1,199 — while leaving the other three new versions unchanged. And even the now-costlier new phone will come with twice as much storage, letting Apple argue that it wasn’t really a price increase at all.