Apple may be working on iPhone Ultra

Apple’s iPhone 14 Pro Max, the company’s most powerful phone, is already quite expensive, starting at $1,099. However, Apple is considering launching an even more expensive phone as soon as next year, which may be called the iPhone Ultra.

So says Mark Gurman of Bloomberg, who wrote about the device in his book Power On.(Opens in a new window) Newsletter.

Gurman claims that Apple has been talking about the iPhone Ultra internally and that it could launch in 2024. He doesn’t offer any specific details about the upcoming phone, although he does say it could have a more powerful camera and chip, as well as a larger display than the iPhone ProMax. The iPhone Ultra could also have some slightly more extravagant features, such as B. no charging port (it instead relies on wireless connectivity and charges alone).

Apple’s internal discussions about upcoming products are no guarantee that those products will ever see the light of day. However, there are signs that the company is considering an ultra-high-end product line. Probably the strongest among them is the existence of the Apple Watch Ultra, which sits above other watch categories with a larger display and several additional features, as well as a higher starting price of $799. The company has also added other special features to its Pro models that differentiate them from “regular” iPhones – most importantly, only the new Pro models have the dynamic island.

Gurman’s report follows Apple CEO Tim Cook, who discussed iPhone pricing on Apple’s recent conference call. During the call, Cook said customers could likely be persuaded to spend more on a high-end iPhone, which he says has become “an integral part” of customers’ lives.

“I think people are willing to put in a real effort to get the best they can afford in this category,” Cook said.