Apple is exploring the possibility of releasing a more expensive “Ultra” iPhone on top of the iPhone Pro and Pro Max models. according to Apple tracker Mark Gurman. The high-end device could arrive in 2024 with the iPhone 16 line.
Last September, Gurman predicted that an “Ultra” model could replace the Pro Max brand with this year’s iPhone 15, but his latest theory suggests that Apple wants to establish a more powerful and more expensive iPhone bar. That means the device could be priced even higher than the iPhone 14 Pro Max, which starts at $1,099.
During Apple’s earnings call last week, Apple CEO Tim Cook did not rule out the possibility of a future price hike on iPhones. Instead, he indicated that customers might want to pay more for a better product. “The iPhone has become so integral to people’s lives,” cook said. “I think people are willing to work really hard to get the best they can afford in that category.”
While it’s not yet clear what kind of features might come with an “Ultra” device, Gurman speculates that it “will probably offer more camera improvements, a faster chip, and perhaps an even bigger screen.” It may also come with a design that drops the charging port in favor of wireless charging.
As Gurman noted, Apple is already “giving consumers a reason to pay” by adding the best features to its Pro and Pro Max models. Last year, Apple made Dynamic Island exclusive to the iPhone 14 Pro and Pro Max, and Gurman says Apple plans to make the levels even more distinct with this year’s release of the iPhone 15.
