According to Apple watcher Mark Gurman, Apple is considering offering a more expensive iPhone “Ultra” in addition to the iPhone Pro and Pro Max variants. The iPhone 16 range, which would be the high-end handset, might debut as early as 2024.
When the iPhone 15 was announced this year, Gurman predicted that a “Ultra” model would take the place of the Pro Max branding. However, his most recent theory contends that Apple wants to create a higher-end, more expensive tier of iPhones. That implies that the price of the product could be much higher than the starting price of the iPhone 14 Pro Max ($1,099).
Tim Cook, the CEO of Apple, could not completely rule out the potential of a rise in iPhone prices on last week’s earnings call. Instead, he said that buyers could be willing to spend more for a better product. According to Cook, “the iPhone has become so essential to people’s life.” “I believe that consumers are genuinely prepared to stretch to get the best item in that category that they can afford.”
While it’s still unclear what kind of features could come with an “Ultra” device, Gurman speculates that it “will probably offer further camera improvements, a faster chip and perhaps an even larger display.” It may also come with a design that drops the charging port in favor of wireless charging.
As noted by Gurman, Apple’s already “giving consumers a reason to pay up” by adding the best features to its Pro and Pro Max models. Last year, Apple made the Dynamic Island exclusive to the iPhone 14 Pro and Pro Max, and Gurman says Apple’s planning to make the tiers even more distinct with this year’s launch of the iPhone 15.
The iPhone 15 Pro and Pro Max are already rumored to come with USB-C and may even use haptic volume and power buttons instead of physical ones. Additionally, the iPhone 15 Pro Max might be the only device to get a periscope lens with better optical zoom, further widening the gap between each model.