iphone 14, iphone, japan, apple, mobile devices

The iPhone 14 launched by Apple Inc in September was cheaper in Japan than 36 other major countries and regions in the world, a survey showed Wednesday.

Tokyo-based research firm MM Research Institute Ltd surveyed Apple’s online stores around the world and compared prices, including tax, in yen terms based on exchange rates as of Sept 12.

The 128-gigabyte model was sold at ¥119,800 (US$830) in Japan, the lowest price in the surveyed areas including the United States, and a number of European and Asian countries. A weaker yen, however, means it is about ¥20,000 more than the iPhone 13 when it went on sale in the country a year ago.

Online stores in Turkey set the most expensive price for the model, offering it for the equivalent of ¥238,454.

Other versions of the iPhone 14, including the iPhone 14 Plus, which has a bigger display and the higher-end models iPhone 14 Pro and iPhone 14 Pro Max, were also cheaper in Japan.

Experts said that Apple might have strategically kept the prices low in Japan where the company enjoys a high market share.

“In Japan, Apple has a 50% share, which is on the high side in the 37 countries and regions,” Tadayuki Shinozaki, chief analyst at MM Research Institute, said.

“Faced with the yen’s depreciation, the company might have set prices at a level that won’t stop customers from buying the phones” but maximise profits, he said.

According to the survey, the second lowest was China (¥122,429), the third was Hong Kong (¥125,436), the fourth was Taiwan (¥126,818), and the fifth was the US (¥128,939), where Apple is headquartered. The average price outside of Japan is ¥148,182, which is about ¥28,400 higher than Japan. The highest in Turkey (¥238,454) is twice that of Japan.

In Thailand, the starting prices of the new lineup are 32,900 baht for iPhone 14; 37,900 baht for iPhone 14 Plus; 41,900 baht for iPhone 14 Pro; and 44,900 baht for iPhone 14 Pro Max.

According to Apple, Thailand is among the first batch of countries to see iPhone 14, iPhone 14 Pro and iPhone 14 Pro Max models hit the market on Sept 16, while iPhone 14 Plus will be available on Friday.

Global market research firm IDC says Thailand had the highest iPhone sales in Asean during the period 2018-2021.

  • In Thailand: Fanatics swarm to stores for iPhone 14

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