TechPhonesiPhonesApple could be planning an even more expensive iPhoneWhat if the iPhone 15 Ultra isn’t a renamed Pro Max, but something even more expensive?When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
TechPhonesiPhonesApple could be planning an even more expensive iPhoneWhat if the iPhone 15 Ultra isn’t a renamed Pro Max, but something even more expensive?When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
What if the iPhone 15 Ultra isn’t a renamed Pro Max, but something even more expensive?
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: 4RMD)
(Image credit: 4RMD)
We’ve been hearing rumours about theiPhone 15 Ultrafor some months now, as it’s likely to beApple’sbest phonein 2024. Like pretty much everybody else I assumed the Ultra was going to be the new name for the most expensiveiPhone, theiPhone Pro Max, but a new report suggests otherwise.
It seems that theiPhoneUltra may not be a new name for the priciest iPhone, but a newer, even pricier iPhone that’ll sit above the Pro Max in the same way that theApple Watch Ultrasits above theApple Watch Series 8range.
Why the Ultra iPhone will be ultra expensive
The source of this latest report is Mark Gurman of Bloomberg, who says that Apple is considering whether or not to release a more expensive iPhone, the iPhone Ultra. He’s based that on a comment Apple boss Tim Cook made in the most recent earnings call; asked whether he felt ever-increasing iPhone prices were sustainable, he said “I think people are willing to really stretch to get the best they can afford in that category.”
That’s hardly Cook waving an iPhone Ultra prototype around, I know, but it does fit with Apple’s current strategy: not so much the “good, better, best” approach of the Steve Jobs-era Apple as the “expensive, more expensive, even more expensive” thinking that produced a $10K gold-platedApple Watch.
I understand why Apple’s doing this – business gonna business – but I’m still a little disappointed. The iPhone I fell in love with was the Coca-Cola of tech: everybody from the average punter to the American president got the same thing.
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