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Apple could soon challenge Samsung with its own 'Ultra' iPhone

The device could be the most expensive iPhone ever, sitting atop the Pro and Pro Max models.

Published onFebruary 6, 2023

Apple iPhone 14 Pro Max purple back
Robert Triggs / Android Authority
  • Apple is reportedly in discussions to launch an “Ultra” branded iPhone.
  • The device might join the iPhone lineup launching in 2024.
  • It could sit atop the Pro and Pro Max models as the most premium iPhone ever.

Apple is internally discussing adding a higher-end smartphone to the iPhone lineup, as per Bloomberg’s Mark Gurman. This device would sit atop the iPhone Pro and Pro Max models and could launch with the ‘Ultra’ branding, the same as Samsung’s top-of-the-line Galaxy S series flagships.

During Apple’s recent earnings call, CEO Tim Cook remarked that rising iPhone prices are not a problem. He said that customers could probably be persuaded to spend even more, hinting that the company might be mulling a more expensive iPhone than the premium iPhone 14 Pro Max that fetches $1,600 for the 1TB version.

“I think people are willing to really stretch to get the best they can afford in that category,” Cook said on the call that took place last week.

While Cook didn’t explicitly say the company is increasing iPhone prices further, Apple has been consistently upgrading the Pro and Pro Max lines to distinguish them from the standard iPhone lineup. Gurman reports that the iPhone 15 models arriving later this year will also witness this differentiation in tiers with various materials, processors, and cameras. For instance, the iPhone 15 Pro Max is expected to get a periscope lens for improved optical zoom.

With the Pro lines becoming increasingly distinct, industry watchers speculate that Apple could launch an even more premium iPhone in the future. It already has an Apple Watch and a processor with the Ultra moniker. Maybe the iPhone would be next to get it.

Last year, a leaker predicted that Apple could replace the Pro Max branding with the Ultra branding for the top-end iPhone 15. However, Gurman doesn’t see this happening and reports that Apple could launch the Ultra iPhone in 2024 in addition to the Pro and Pro Max models.

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