According to a recent newsletter by Mark Gurman of Bloomberg, Apple CEO Tim Cook has hinted at the possibility of a new, more expensive iPhone model in the near future. In response to a question about the sustainability of the iPhone’s rising average sales price, Cook stated that consumers are willing to spend more on the best iPhone they can afford, as it has become an integral part of their lives.
This new model could be called the iPhone Ultra and could potentially cost more than the current iPhone 14 Pro Max. It is rumored to arrive in 2024 and will feature differentiating characteristics such as improved camera capabilities, a faster chip, and a larger display. Although it won’t be a foldable device, as Apple is not currently focused on producing one, Gurman mentions that they could introduce a foldable iPad or Mac in the future.
Before the release of the iPhone Ultra, Apple is set to launch the iPhone 15 series this year. The company is expected to decrease the prices of non-Pro models and increase the costs of the iPhone 15 Pro and Pro Max. The Pro models will come with high-end features such as a periscopic lens and improved cameras. The iPhone 15 Pro and Pro Max are rumored to have USB-C ports and haptic volume and power buttons instead of physical ones. The Pro Max model may even feature a periscope lens with better optical zoom.
Apple recently started using the Ultra branding with the Apple Watch, which offers a larger display, a titanium body, and unique features such as improved diving capabilities and an Action Button. As noted by Gurman, Apple is already “giving consumers a reason to pay up” by adding the best features to its Pro and Pro Max models.