Report: Apple considers 'Ultra' high-end iPhone model in 2024

Photo: Apple

Apple's reportedly thinking about offering an even more expensive, high-end iPhone. According to Bloomberg's Mark Gurman, the company won't rebrand the Pro Max to Ultra. Instead, it's considering releasing an Ultra high-end model akin to the Apple Watch Ultra to come out as soon as 2024. This move will allow Apple to increase its average selling price, which CEO Tim Cook commented on during this week's earnings call that consumers are willing to pay more for the best device.

It's unclear what can be different with this Ultra model, but Gurman speculates it could have things like an even larger display, better cameras, and cutting-edge chip designs. There doesn't seem to be a foldable iPhone in the works for now. 9to5Mac pointed out how consumers are willing to splurge, with the iPhone 14 Pro and Pro Max performing well during this cycle compared to the more affordable iPhone 14 and 14 Plus.