In September 2026, the price of the iPhone 16 in France rose by 150 € on the day the iPhone 18 Pro was unveiled, from 869 € to 1,019 € (Consomac). The arrival of a new generation no longer just drives down the price of the outgoing model—it reshapes the pricing of an entire lineup within a matter of days. Pre-orders, launch, transition: it is during these short, predictable windows that the profit margin for an entire generation is determined.
White paper
Product Launches and New Generations: Managing Prices Throughout the Entire Product Lifecycle
This white paper explains how to set the price of the new model based on net prices (after deducting pre-order discounts), select launch offers based on their actual cost and their impact on the reference price, maintain the price gap between generations N and N−1, and plan the discount for the outgoing model based on its inventory levels. Figures verified and dated 2025 and 2026 (Nintendo, Counterpoint Research, TrendForce, PlayStation Blog, Consomac, Edcom).
By downloading it, you will discover
- Why is the introductory price based on the net price—after pre-order discounts have been applied—rather than the listed price?
- Why a pre-order discount can affect the reference price for promotions during the first month
- What gap should there be between Generation N and Generation N−1, and what is the cost to the outgoing employee of a poorly calibrated promotion?
- How to Plan the Price Reduction Stages for the Outgoing Product Based on Its Inventory Levels After the Successor Product Is Released
- What to Do with Inventory Purchased Before a Manufacturer's Price Increase: A New Case from 2026
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