Apple has discussed selling a new top-of-the-line iPhone alongside the Pro and Pro Max models in 2024 at the earliest, according to Bloomberg's Mark Gurman. Based on this timeframe, the device would be part of the iPhone 16 lineup or later.
In a September 2022 edition of his weekly "Power On" newsletter, Gurman said there was "potential" for an iPhone 15 Ultra to replace the iPhone 15 Pro Max this year. In today's edition of his newsletter, however, he suggests Apple might instead release the Ultra as a new highest-end, higher-priced model next year at the earliest.
"But instead of renaming the Pro Max 'the Ultra,' Apple could add an even higher-end iPhone above both Pro models," said Gurman. "Internally, the company has discussed doing just that — potentially in time for the 2024 iPhone release."
It's unclear how the new high-end model would differ from the Pro and Pro Max, but Gurman speculated that the device could feature additional camera improvements, a faster chip, a larger display, and perhaps a portless design without Lightning or USB-C. He said the device would be "pricier" than the iPhone 14 Pro Max, which starts at $1,099.
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EDIT: on a more serious note, Their SKUs are way too chaotic. Basically like the old windows vista basic/home premium/ultimate/enterprise that they made fun of back in the days.
Their whole price strategy is getting weird. The top of the line is getting out of reach for a lot of people but why settle for something „not as great“. Might as well stick to what I already have and simply buy nothing new at all
Tim is pure greed.
Why can’t they just make one reasonably sized 5.4" or 5.6" mobile phone with a decent camera and not skimp out on the good display or telephoto lens…
Now I’d pay a premium for that.