Obviously, Apple does not care about the purchasing power of its customers.
Unless you’ve been living in a cave for the past six months, you won’t have missed that the cost of living has increased dramatically. The current hyperinflationary context affects all household expenses, ranging from the cost of energy to building materials, including certain raw materials such as flour.
On the electronics side, prices are also constantly rising. Due to the post-covid recovery, but also to the shortage of certain electronic components which is causing some factories to idle and hurting the finances of some companies. Apple’s financial situation is certainly not to be pitied, but it seems that it has decided not to bear the brunt of the loss of value of the euro against the dollar.
So when Apple unveiled the conversion of prices from the dollar to the euro, it is clear that Europeans will feel it pass. From $1,599, Apple has managed to raise its most expensive iPhone, the iPhone 14 Pro Max 1 TB, to… €2,129. €600 more than a Belgian minimum wage, it is certain that this new iPhone will not be within reach of all budgets…
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