Still lots of availability for the max model on launch day. I wonder if this will be the lowest pre-order.
I can’t remember when a pre-order was still available for launch day so late in the morning.
Nevertheless it makes sense. People are upgrading less, keeping devices longer. Their only route to maintain their revenue is to increase prices.
Anecdote 1: hearing about normal yearly upgraders passing on the Xs because there’s nothing compelling enough (at least as of the Apple Event earlier this week) to even bother with upgrading. I don’t know how substantial this group really is, though. I personally only know a couple people with the X.
Anecdote 2: I know lots of people with iPhone 6s / 6s Plus, still. One factor is that carrier subsidies have gone away in the US and so there’s less of a 2 year upgrade cycle going on and more sticker shock when looking at full prices. (I remember when people could trade in their 2 year old iPhone and walk out the door with a new one without paying much at all out of pocket above and beyond their normal cellular rate plan. Psychologically, financing a portion or all of their device cost is different —more of a deterrent— for many, versus when that portion of the cost was just quietly lumped into their rate plan and ensured by contracts and early termination fees.)
It also helps that the draw to upgrade has diminished due to lack of truly must-have new features— most Any phone Apple sells today is going to be a solid device. Fast, great camera, etc.
Many of those 6s users I know who want or need an update are waiting for the Xr. That will be a more interesting launch to watch. While 750 is not “cheap”, relatively speaking it seems more affordable than the Xs line. (I wonder if this is at all part of Apple’s strategy: create a really expensive high-end line to make the mainstream line seem more reasonable in a post-subsidy world... heh).
So overall Apple is spreading demand over a much wider range of devices and time, since they’ve yet to launch both the mainstream and high end lines simultaneously yet (X was pushed back last year, this year the Xr, obviously. Eases the load on their ordering system and such, translates to a better experience for early adopters.)