In a recent earnings call, Apple’s CEO Tim Cook told investors that consumers are willing to pay for the best iPhone they can get. This indicates that Apple is looking to launch a more expensive iPhone “Ultra” above the iPhone Pro and Pro Max models.
According to Apple tracker Mark Gurman, the company has internally discussed adding a higher-end iPhone to the top of its smartphone lineup. Last September, Gurman also predicted that the iPhone 15 Ultra could replace the iPhone 15 Pro Max models.
However, it seems Apple might be looking to launch a more powerful and expensive tier of iPhones in 2024. The device could even be more expensive than the iPhone 14 Pro Max, which costs $1,099. The company has already adopted the Ultra moniker for its high-end sports Apple Watch.
Will Apple launch an iPhone “Ultra” lineup?
According to Gurman, the iPhone Ultra model could come with “further camera improvements, a faster chip, and perhaps an even larger display.” He also predicted that the company might drop the charging port in favor of wireless charging.
Apple is already giving customers a reason to buy the iPhone 14 Pro and Pro Max models. The company has made the base and pro lineup distinct by making Dynamic Island exclusive to expensive models. Apple now plans to make the tiers even more distinct with this year’s launch of the iPhone 15, according to Gurman.
“The iPhone has become so integral into people’s lives. I think people are willing to really stretch to get the best they can afford in that category.”
Tim Cook, Apple CEO
Another way to look at this would be Apple reserving better features for the Pro and Ultra lineup. This might result in the base lineup losing out on some well-deserved features. The iPhone 15 is already rumored to get a USB-C port this year. Let us know what other features you would like on the iPhone Ultra lineup in the comment section below.
