According to insider Mark Gurman, Apple is considering introducing a new and more expensive iPhone dubbed “Ultra,” which would sit above the current iPhone Pro and Pro Max models.
The device is said to have premium features and specifications and could be released as part of the iPhone 16 lineup as early as 2024.
Gurman predicted in September that the “Ultra” model would replace the Pro Max branding on this year’s iPhone 15. However, his most recent speculation is that Apple intends to launch a stronger, more expensive iPhone line, potentially making the device more expensive than the iPhone 14 Pro Max, which starts at $1,099.
Apple CEO Tim Cook hinted at higher iPhone prices in the future during last week’s earnings call. Customers, he claims, are willing to pay more for a better product. He went on to say:
The iPhone has become so integral into people’s lives. I think people are willing to really stretch to get the best they can afford in that category.
The features that could come with the “Ultra” device are currently unknown. Gurman, on the other hand, speculates that the device will have improved camera capabilities, a more powerful chip, and possibly a larger screen.
It’s also possible that the design will shift to wireless charging and eliminate the charging port, bringing Apple closer to its desired wireless future.
According to Gurman, Apple has already incentivized consumers to upgrade by including cutting-edge features in its Pro and Pro Max models. Dynamic Island was previously restricted to the iPhone 14 Pro and Pro Max.
According to Gurman, Apple intends to further differentiate the tiers with the release of the iPhone 15 this year.
There are already rumours that the iPhone 15 Pro and Pro Max will have USB-C ports and haptic volume and power buttons instead of physical buttons.
Furthermore, the iPhone 15 Pro Max may be the only device with a periscope lens with improved optical zoom, further distinguishing each model.