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6 Feb, 2023
1 min time to read

Apple is said to be exploring options to increase the cost of the premium iPhone.

Apple is considering the addition of a high-end 'Ultra' model to the iPhone lineup, above the Pro Max, as early as 2024. According to Mark Gurman in his Power On newsletter for Bloomberg, this new model would further raise the average selling price of iPhones, as consumers are willing to pay more for the best phone.

The iPhone X was the first to increase in price to $999 in 2017, followed by the Max screen size in 2018, priced at $1099. The latest best iPhone model with 1TB storage option is priced at $1599. The success of the iPhone 14 Pro and Pro Max, compared to the cheaper models, shows that consumers are willing to pay premium prices for the best iPhone. A potential Ultra model would start above the base price of the Pro Max, which is $1099.

From Gurman’s Power On newsletter,

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.

According to Gurman, the exact features of the upcoming high-end model are still uncertain. He speculates that it could come with a larger screen, improved cameras, and advanced chip designs. However, he doesn't believe that the foldable form factor will be the main selling point, as Apple is not reportedly working on foldable phones.

It is worth noting that Apple introduced the "Ultra" branding with the Apple Watch last year. The Apple Watch Ultra boasts a bigger display, a titanium body with a distinctive design, and exclusive features such as enhanced diving capabilities, a siren, and an Action Button, which are not available on other watches.