Apple is planning to launch a new ‘Ultra’ range model of the iphone above the Pro Max by 2024.
According to Mark Gurman of Bloomberg in addition to being a more expensive device than the rest, it would also cause an increase in the average sales of the cell phone.
Users pay more
In the middle of his investor call, Tim Cook hinted that consumers are willing to pay more for the best phone.
This was reflected in 2022, when the iPhone 14 Pro and Pro Max models were the best sellers over the standard and Plus models.
“But instead of changing the name of the Pro Max to “Ultra”, Apple could add a iphone of even higher end above both Pro models. Internally, the company has discussed doing just that, possibly in time for the launch of the iphone in 2024”, says Gurman in his newsletter.
No details yet
Gurman says it’s currently unclear what features the new high-end model might provide, but he speculates that an even bigger screen is a possibility, as well as better cameras and even more advanced chip designs. However, he doesn’t expect a foldable form factor to be the differentiator.
Obviously, Apple started the Ultra brand train with the Apple Watch last year. Apple Watch Ultra offers an even larger screen, a titanium body with a unique industrial design, and features not found on other watches, such as enhanced diving capabilities, a siren, and an action button.