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Apple may have a super high-end, super pricey iPhone in the works

By Anam Hamid

Published: Feb 05, 2023, 10:09 AM

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iOS Apple

Apple may have a super high-end, super pricey iPhone in the works

Apple could be planning an ultra high-end iPhone for 2024. It might be a lot pricier than the iPhone 14 Pro Max which starts at $1,099.

Data shows that consumers would rather splurge on pricier models than settle for standard variants.

Apple discontinued the iPhone Mini after just two years. Despite its palatable price tag, the Mini failed to attract demand. Similarly, demand for the iPhone 14 Plus, the biggest non-Pro model Apple has ever made, has been so low that the company has allegedly halted components orders.

Meanwhile, the pricier iPhone 14 Pro and Pro Max are doing very well. Due to supply-side snags, there aren't enough on the market to meet demand.

Apple knows consumers will happily pay more for an ultra premium iPhone

Apple is internally discussing a premium model for 2024 that will slot above the Pro Max variant, according to Bloomberg's Mark Gurman.

Rumors say that this year's highest-end model will be known as the iPhone 15 Ultra. The new moniker and high-end features will help distinguish it from the iPhone 15 Pro. For instance, only the Ultra is rumored to have a periscope camera.

CEO Tim Cook apparently told investors that consumers are willing to spend more for the best available iPhone model, signaling that a more expensive model might be on the way.

I think people are willing to really stretch to get the best they can afford in that category." Tim Cook

Apple already uses the Ultra branding for its best Apple Watch and M series processors, so an iPhone 15 Ultra wouldn't surprise anyone. What's more interesting is that Gurman implies that the highest-end 2024 model will sit above two Pro-level models.

I think it would make sense for Apple to eventually shift to 1 entry iPhone, 2 Pro iPhones and 1 Ultra iPhone. The last two attempts at new regular iPhone screen sizes (Mini and then Plus) have both been failures. So basically three high end and one entry level versus 2 and 2. https://t.co/uxy7Ryltnk
— Mark Gurman (@markgurman) February 5, 2023

It's not known what this model will offer to justify its supposed high price. It will probably have a bigger screen, better cameras, and a faster chip.

Gurman has also reiterated that Apple has no plans to release a foldable iPhone anytime soon. The company is instead exploring a foldable laptop.

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Anam Hamid is a computer scientist turned tech journalist who has a keen interest in the tech world, with a particular focus on smartphones and tablets. She has previously written for Android Headlines and has also been a ghostwriter for several tech and car publications. Anam is not a tech hoarder and believes in using her gadgets for as long as possible. She is concerned about smartphone addiction and its impact on future generations, but she also appreciates the convenience that phones have brought into our lives. Anam is excited about technological advancements like folding screens and under-display sensors, and she often wonders about the future of technology. She values the overall experience of a device more than its individual specs and admires companies that deliver durable, high-quality products. In her free time, Anam enjoys reading, scrolling through Reddit and Instagram, and occasionally refreshing her programming skills through tutorials.