Why Apple keeps going pro

Apple has long mastered the art of upselling. The latest batch of iPhones could prove to be the biggest test yet of the company’s ability to keep its customers from selling out.

They have a lot of choices these days. With the new iPhone 14 family announced on Wednesday, Apple now markets 26 different configurations of its smartphone compared to the 16 sold new five years ago. The price of the range ranges from $420 to nearly $1,600, with the latter even more expensive than some of the company’s Mac computers. Apple also used Wednesday’s event to show off a batch of new Apple Watches and a long-awaited update to the AirPods Pro headphones. The products will anchor a wearables business that now generates more than $40 billion in annual revenue.