AAPL unveils the iPhone 15 (two Pro versions), Apple Watch Series 9, and updated AirPods Pro. All phones have AAPL ditching the Lightning port in favor of USB-C (we see consumers embracing) and getting modest internal upgrades, camera enhancements, and new colors. The Pros have a new action button replacing the mute switch, a lighter titanium design, and faster A17 based on 3nm. AAPL boosts the premium 15 Pro Max price by $100 to $1,199, justifying it through more pronounced camera upgrades (5x optical zoom) and double the memory. The move could support modest upside (2%-3%) to our iPhone 15 revenue assumptions but we conservatively keep estimates unchanged. Sustaining the Pro price at $999 (we thought AAPL would also raise by $100) while still adding the best features to its two premium phones likely incites more consumers to pay up, supporting ASPs. We think easy comps along with healthy iPhone pricing strategy will drive growth in FY 24 (Sep.), despite recent China concerns and extending replacement cycles.