Apple is reportedly looking to keep iPhone shipments steady year-over-year, and is looking to increase its revenue by raising the price of the [iPhone 15](https://appleinsider.com/inside/iphone-15 "iPhone 15") Pro models.
Before the COVID pandemic and then during chip supply problems in China, Apple had been tending to produce 90 million iPhones annually. For each of the last two [tumultuous years](https://appleinsider.com/articles/22/11/08/covid-iphone-delays-wont-destroy-demand-but-push-it-to-2023), it has been ordering around 85 million, and now _Bloomberg_ says that's the [new target](https://www.bloomberg.com/news/articles/2023-07-24/apple-aims-to-keep-iphone-shipments-steady-despite-2023-turmoil) for 2023 too.  
  