Apple Event, Highlight Video "Unleashing the Future: Introducing the iPhone 15 and 15 Pro - The Pinnacle of Innovation!"
Apple's annual fall launch event has just concluded. The company launched new Series 9 Apple Watches and a new lineup of iPhone 15 phones. Most of the news was in line with expectations from analysts, though one detail caught investors by surprise: the pricing. Some analysts had expected price increases across the board for the iPhone 15 Pro lineup. But Apple kept the starting price for its new iPhone Pro phone the same as last year, at $999. The company did raise the starting price for its iPhone 15 Pro Max by $100, though it also included more storage with that phone. CEO Tim Cook kicked off the event, by saying that the company's upcoming Vision Pro headset is "on track to ship early next year."