Apple May Soon Offer iPhone “Ultra” Variant

Apple Inc is considering giving its iPhone “pro” variant an upgrade, and it may get even pricier.  

According to a report by Mark Gurman of Bloomberg, the possibility of an iPhone “Ultra” is being discussed internally, to be launched as early as next year.  

No specific details have been provided regarding the new model, but Gurman noted it may have a faster processor, improved camera and chip features and a larger screen compared to the iPhone Pro Max. It may also have future-forward features such as no charging port and relying purely on wireless connectivity. 

Gurman pointed out a comment from Apple CEO Tim Cook that could suggest the Apple Ultra is coming soon. In an earnings call, the CEO also discussed whether raising the average prices of the iPhone is sustainable moving forward since the company experienced its biggest sales drop since 2019. “The iPhone has become so integral [to] people’s lives,” Cook said. “I think people are willing to really stretch to get the best they can afford in that category.” 

The tech giant’s recent slate of products also suggests that a higher-end iPhone may soon become a reality. Last September, the company launched the Apple Watch Ultra - a luxury version of the regular Apple Watch that houses a bigger display, more features and a steeper price ($799) compared to its standard version.  

Furthermore, Gurman stated that having Pro and Pro Max versions of the iPhone may pave the way for the predicted upgrade. “Apple’s plan to draw a greater distinction between the Pro and Pro Max has spurred speculation that the company will opt for a new top-end brand: the Ultra.”