Since the inception of the iPhone in June 2007, Apple has never compromised on premium quality of its phones. Apple is the only company in the smartphone industry that does not like to venture into the entry-level market. The least of iPhones you can get on the market is a high level midrange device.
Apple usually focuses on flagship devices from low-end flagships to high-level flagships. However, with news circulating lately, it looks like Apple wants to go even higher. Apple wants to push its high-end smartphones to the very top. 
This does not mean Apple will do away with the Pro or the Pro Max models. Apple will still maintain them and introduce something even more premium.
Apple May Launch an iPhone Ultra Model Next Year
According to Mark Gurman of Bloomberg, the Cupertino company plans to execute this new idea by 2024, at least. This means that if all goes according to plan, Apple will launch an iPhone 16 Ultra in 2024.
Gurman already made a similar report in September 2022 in his usual “Power On” newsletter. He said Apple could replace the iPhone 15 Pro Max with iPhone 15 Ultra this year. In today’s edition of his news letter, there seems to be a slight twist in the previous edition. Gurman said Apple may rather keep the Pro Max version and introduce the Ultra model as a high-end version of the Pro Max with a higher price tag. Apple may introduce this new model earliest by next year.
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In the newsletter, Gurman said, “But instead of renaming the Pro Max ‘the Ultra,’ Apple could add an even higher-end iPhone above both Pro models”. Internally, the company has discussed doing just that, potentially in time for the 2024 iPhone release,” he added.
As it stands now, there is no information on how this Ultra model will differ from the current Pro and Pro Max models. However, Gurman has highlighted a couple of features that could make the Ultra model stand out from the rest.
Rumored Features of the IPhone Ultra
The Ultra model may come without any form of USB-C port or Lightning port. It may also come with better cameras, larger display and faster chip. He also added that the device will be more expensive than the Pro Max edition which is quite obvious.
As an Apple fan, do you see this move by Apple necessary? I mean, the current Pro models are powerful enough to handle all tasks. They say where there’s no problem, there is no need searching for solutions. Is it that Apple just want to downgrade the performances of the Pro models and make it look like the Ultra model is better? Or it is another way making the iPhone even expensive?
This is worth the discussion, so feel free to share your thoughts in the comment area.
