Apple’s most powerful phone, the iPhone 14 Pro Max, is already very expensive, starting at $1,099. But Apple is considering launching an even more expensive phone next year, possibly called the iPhone Ultra.
This is what Bloomberg’s Marc Garman wrote about the device in “Power On.”(opens in new window) Newsletter.
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Gourmand claims that Apple has internal discussions about the iPhone Ultra, which could come in 2024. He hasn’t provided specific details about the upcoming phone, but says it will likely feature a more powerful camera and chip, as well as a larger display, the iPhone Pro Max. The iPhone Ultra may also have some more luxuries, such as no charging port (and instead relying solely on wireless connectivity and charging).
Apple’s internal discussions regarding future products are no guarantee that these products will ever see the light of day. However, there are signs that the company is considering an ultra-high-end product line. Perhaps the strongest among them is the presence of the Apple Watch Ultra. This outperforms other Watch categories with a larger display and a few extra features, as well as a high starting price of $799. It distinguishes it from a “regular” iPhone. Most notably, only the new Pro models feature Dynamic Island.
Gurman’s report follows remarks by Apple CEO Tim Cook when he discussed iPhone pricing on Apple’s latest earnings call. In a call, Cook said he believes it could convince customers to spend more money on high-end iPhones, which he believes have become “essential” to their lives.
“I think people are really willing to stretch to get the best they can get in that category,” Cook said.
