According to Mark Gurman’s Bloomberg newsletter, Apple is seriously considering an iPhone Ultra model. This model will sit above the Pro and Pro Max models and would be even more expensive.

Gurman cites Tim Cook’s response to investors on the sustainability of the average iPhone price hike. Cook said people “are willing to really put in the effort to get the best they can afford in that category.” Cook reportedly sees the iPhone as an “integral part” of people’s lives: They use it to make payments and store bank details, control smart appliances and manage their health.

Apple is reportedly very keen to unveil a fifth iPhone model – the Ultra – alongside the Regular, Plus, Pro and Pro Max. The company could launch it as early as 2024. Apple already uses the Ultra branding for its most powerful M1 processor and its flagship Apple Watch.

Apple is exploring the idea of ​​an iPhone Ultra in 2024

What isn’t clear, and Gurman doesn’t speculate, is what features an iPhone Ultra should have to justify its top ranking. Note that it may not be a foldable iPhone, as Apple is reportedly focusing its foldable efforts on larger devices, such as laptops, and a foldable iPhone probably won’t arrive until after 2024.

An iPhone Ultra could have an even bigger display than the Pro Max, better cameras and a faster processor. But before 2024, Apple is finally expected to bring a periscope zoom camera to the 2023 iPhone 15 lineup.

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Philip Owell

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