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Apple unveils iPhone 15 Pro with titanium case, holds line on prices

New lineup includes iPhone 15 starting at $799 and iPhone 15 Plus starting at $899
Apple CEO Tim Cook attends the ‘Wonderlust’ event at the company’s headquarters in Cupertino, California, US September 12, 2023. Reuters
Apple CEO Tim Cook attends the ‘Wonderlust’ event at the company’s headquarters in Cupertino, California, US September 12, 2023. Reuters

Apple (AAPL.O) on Tuesday unveiled a new iPhone 15 Pro with a titanium case and faster chip that enables better cameras and mobile gaming, moves designed to respond to a global smartphone slump.

The new lineup includes iPhone 15 starting at $799 and iPhone 15 Plus starting at $899.

Apple chose not to raise prices during a tough period globally for smartphone sales. For the Pro series, prices start at $999 and the Pro Max at $1,199, the same prices as last year for the same levels of storage, available starting Sept 22.

Both the Pro and other iPhone 15 models will have a brighter display and a 48-megapixel camera as well as 100% recycled cobalt in their batteries.

Apple said the iPhone 15’s satellite connectivity can now be used to summon roadside assistance. It is rolling out the feature out with the American Automobile Association (AAA) in the United States.

Apple said that USB-C charging cables are coming to both its iPhone 15 and the charging case of its AirPods Pro devices, allowing the use of the same charging cables already used for iPads and Macs.

It will feature the same A16 Bionic chip inside that previously formed the brains of the iPhone 14 Pro.

The event at Apple’s Cupertino, California, headquarters comes amid lingering economic uncertainty, especially in China, Apple’s third-largest market where it faces challenges from expanded restrictions on using its iPhones in government offices and the first new flagship phone in several years from Huawei Technologies (HWT.UL).

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