3 ms·

iPhone XS margins are around the same or slightly less than prior models. Here are numbers: https://www.theinformation.com/articles/apples-iphone-prices-soar-b

• kipchak 8y ago
  Looking at the iPhone SE, I wonder if it's relatively low profit and retail cost had a role to play in it's death. If I was Apple having that customer buy a 7 instead seems like a better deal for me.
• cataphract 8y ago
  Even if the margins don't increase, by selling the same amount of more expensive phones, the profit will.
• matwood 8y ago
  This is correct. If Apple made a mistake (still a big if), it's building a phone that was simply too expensive. The margin numbers that can be found are also for Apple as a company. Given the growth in services which should be high margin, this means the iPhones margins have been shrinking even with the price increases.