According to a recent report by Bloomberg’s Mark Gurman, Apple may introduce a new and more expensive iPhone, named the “Ultra”, as early as next year. This new device is said to slot in above the existing iPhone Pro and Pro Max models. The reason behind this move is Apple’s belief that consumers are willing to pay a premium for the best they can afford, as stated by CEO Tim Cook in a recent analyst call.
Gurman suggests that the iPhone Ultra could come with improved features such as a faster processor, a better camera compared to the Pro and Pro Max models, and a larger display. Additionally, the device may also come with futuristic features, such as the removal of the charging port.
Apple is already looking for ways to differentiate its upcoming iPhone 15 Pro Max models from the regular iPhone 15 and 15 Plus models. The Pro variants are rumored to feature WiFi 6E connectivity, while the iPhone 15 and 15 Plus will have the older WiFi 6 antenna. The Pro models are also expected to come with titanium frames, haptic volume and power buttons, and a periscope camera lens for the Pro Max.
In conclusion, the introduction of the iPhone Ultra would give consumers an even more premium option to choose from, and Apple’s continued focus on differentiation is a testament to the company’s confidence in the high-end market. Whether or not the new device will be a hit remains to be seen, but it’s clear that Apple is committed to offering its customers the latest and greatest technology.