With the iPhone 15 expected for late summer, Apple could prepare a further split of the portfolio, which could ultimately lead to an “iPhone Ultra” next year. According to Tim Cook, customers are currently going along with the rising prices, so there is room for an “Ultra” above the “Pro Max”.
With the iPhone 13 and iPhone 13 Pro Max, Apple brought the camera back to a common denominator for the telephoto lens, after the iPhone 12 Pro Max had a longer focal length, for the iPhone 15 Pro and iPhone 15 Pro Max there is again a differentiation between the two Pro models, as reported by Bloomberg. In all probability, Apple will only install a so-called periscope zoom in the “Pro Max”, which offers an even longer focal length for zooming by redirecting the light via mirrors and/or prisms in such a way that the width or height of the smartphone instead of the depth can be used for the lens.
Customers are willing to pay more
This move could be a preparation for what is expected in 2024 for the iPhone 16. In addition to the Apple Watch Ultra, there will be an “iPhone Ultra” in the future, as Bloomberg reports, also referring to statements by CEO Tim Cook from the conversation following the quarterly figures, who at least indicated there that there would be even more expensive models above the “Pro Max” could give. The last price increases were therefore not a problem for customers, they could probably even be persuaded to spend even more on a smartphone, since these devices are now an integral part of the everyday life of many users.
iPhone Ultra could be even bigger
From 2024, however, the “Pro Max” should not simply become the “Ultra” at an even higher price. Instead, further improvements in areas such as the camera, a faster processor and potentially an even larger display can be expected. The iPhone Ultra could also be the first model in which Apple completely dispensed with connections. The EU will prescribe USB-C from December 28, 2024, but this requirement only applies to devices with wired charging.
iPhone 15 Pro should stand out more
In this year's iPhone 15 Pro Max, apart from the size, only the mentioned periscope zoom should differentiate the smartphone from the smaller iPhone 15 Pro. Compared to the normal iPhone 15, the Pro models should set themselves apart with higher-quality materials, faster processors and generally better cameras. Apple started last year with the iPhone 14 (test) by only giving the Pro models the new A16 Bionic, and the Pro smartphones also come with a 48 MP camera and the new Dynamic Island on the display. Housings made of stainless steel and screens with ProMotion technology were already distinguishing features.