2024-07-03 20:01:31
Apple just played a joke on us. Well almost. The Cupertino giant has discreetly raised the price of all its iPhones in France. A few cents, sure, but enough to make us look up.
Let’s start with the numbers, and hold on tight, it’s going to shake you up. The iPhone SE goes from €529 to €532.95, a huge increase of…0.75%. The iPhone 15 takes €1.95 in its teeth, going from €969 to €970.95. Even the iPhone 15 Pro is not spared, with an increase of € 1.95 as well. We are far from the heist of the century, you will agree.
If you like accurate prices… move on
But then, why such an increase? Would the end of the month be difficult for Apple? Not really. The reason would be linked to the AGEC law (anti-waste for a circular economy), which makes a new contribution to smartphone manufacturers. This contribution has increased from €0.02 to €1.67 excluding tax from 1 July. Apple would therefore pass this increase on to its prices.
The mystery of salvation
But now, the math geeks among you will have noticed that €1.67 excluding tax is not the same as €3.95 including it. So, does Apple have a calculator problem? Or is this a subtle way to round up prices while questioning the AGEC law?
This difference, no matter how small, raises questions. Could the brand absorb this increase without passing it on to the consumer? Or is it a strategy to slowly acclimate their customers to higher prices?
We could see this increase as an ecological signal from Apple. After all, the aim of the AGEC law is to promote the repair and recycling of electronic devices. But isn’t it a bit easy to cloak oneself in ecological virtue to justify a price rise, however small it may be?
Especially since this increase only applies to iPhones. Other Apple products, such as Macs or iPads, are not affected. A strange choice if the objective was really to contribute to the ecological effort.
This is also an opportunity to remember that iPhone prices in France are already among the highest in Europe. This new increase, even the minimal one, only emphasizes this gap.
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