Apple counts on upscale shoppers to turn latest iPhone into hit

Customers shop at an Apple Store on the first day of sale for the Apple iPhone 14 in Beijing, China, Friday, Sept. 16, 2022. — AP

The latest iPhone hits global stores on Sept 16 (Sept 23 in Malaysia), and Apple Inc is counting on well-heeled shoppers to make the device a hit during a year of roaring inflation and shaky technology spending.

The iPhone 14 lineup reserves the best features for the high-end Pro models costing at least US$1,000 (from RM5,299 in Malaysia). And based on preorder data, the strategy is already working with consumers, who have turned the most expensive new iPhone into the most popular version.