Reports indicate that Apple is debating whether or not to increase the cost of its most expensive iPhone model. Apple is talking about introducing an “Ultra” high-end model above the Pro Max as early as 2024, or the iPhone 16 range, rather than just changing the Pro Max’s name to Ultra.
That is what Mark Gurman claims in the most recent Power On newsletter he wrote for Bloomberg. Tim Cook hinted on this week’s results conference that buyers are prepared to spend more for the greatest phone, which would contribute to an increase in the average selling price of the iPhone.
But instead of renaming the Pro Max “the Ultra,” Apple could add an even higher-end iPhone above both Pro models. Internally, the company has discussed doing just that — potentially in time for the 2024 iPhone release.
Beginning with the increase to the $999 iPhone X in 2017, Apple gradually increased the cost of its highest-specified iPhone model. Then, starting in 2018, it introduced a Max screen size to the range, raising the price to $1099 for those seeking the iPhone with the largest display and longest battery life. The greatest iPhone on the market right now costs $1599 when you include the 1TB storage option that was initially offered with the iPhone 13 Pro.
Though the iPhone 14 Pro and Pro Max models are said to have performed well this cycle, in contrast to the less expensive iPhone 14 and iPhone 14 Plus, consumers have clearly shown that they will pay. The starting price of a potential Ultra would be more than the Max’s $1099 starting price.
The specifications of the next high-end model are currently unknown, according to Gurman, but he speculates that they may include an even bigger screen, better cameras, and even more advanced chip designs. The possibility of a portless design without Lightning or USB-C was another conjecture he made. Though it is thought that Apple is not actively working on foldable phones, he does not anticipate that a folding form factor would be the distinction.
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