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 an “Ultra” model would take the place of the Pro Max moniker. 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. “The iPhone has become so integrated into people’s lives,” Cook said. “I think people are willing to really stretch to get the best they can afford in that category.”
Although the characteristics that might be included in an “Ultra” gadget are yet unknown, Gurman predicts that they “will undoubtedly include further camera upgrades, a quicker chip, and potentially an even larger display.” The design might possibly eliminate the charging port in favor of wireless charging.
Apple has already “given consumers a reason to spend higher,” according to Gurman, by putting the finest features on its Pro and Pro Max versions. Apple made the Dynamic Island exclusive to the iPhone 14 Pro and Pro Max last year, and according to Gurman, the company plans to further differentiate the tiers with the release of the iPhone 15 this year.
