Apple could soon be expanding the top-end range for its flagship iPhone, according to a new report.
Bloomberg's Mark Gurman, known for accurate inside information on Apple, reported that the company has had internal discussions about adding a higher-end iPhone to its list of models.
He said the new device would be called the Ultra, which is the name given to the top-end version of the Apple Watch that was introduced last year.
The rumour comes after Apple chief executive Tim Cook recently said that consumers would be willing to pay more for their smartphone if the opportunity was there.
“I think people are willing to really stretch to get the best they can afford in that category,” Mr Cook said on a first quarter earnings call last week.
He added that iPhones are integral to people's lives given the many functions they perform, from payments to health data.
Apple sells the iPhone 14 Pro and Pro Max as its top tier models. They have the new Dynamic Island feature, an always-on display, A16 Bionic chip and the more powerful Pro camera system.
Instead of renaming the Pro Max the Ultra, Apple could add a higher-end iPhone above both the Pro models, Gurman said. The new model could be ready in time for the 2024 release from Apple.
A new top-tier model would probably be differentiated through further camera improvements, a faster chip and maybe a larger display, with also the possibility of dropping the charging port, he said.
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Apple iPhone through the years: every model from 2007 to 2022
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The iPhone through the ages: Former Apple CEO Steve Jobs introduces the iPhone to the world in San Francisco, California, on January 9, 2007. It had a 3.5-inch screen and 2MP camera. Reuters -
The iPhone 3G was launched in 2008 with a faster 3G connection. It also added location services. Reuters -
The iPhone 3GS was released on June 19, 2009. It was twice as fast as its previous version. AFP -
The iPhone 4 was released on June 24, 2010. It featured FaceTime for the first occasion as well as a retina screen. Reuters -
A later release, this time on October 14, 2011, the iPhone 4S had a new dual-core processor. Reuters -
Apple CEO Tim Cook takes to the stage following the reveal of the iPhone 5 in San Francisco, California, on September 12, 2012. This was the first 4-inch screen and the phone was faster and slimmer. Reuters -
The iPhone 5C arrived on September 20, 2013 and was less expensive and very similar to the iPhone 5 except it came with colourful casing. Getty Images -
The iPhone 5s came at the same time as the 5C and introduced touch ID and a motion data processor as health and fitness apps started to come to the fore. Getty Images -
The iPhone 6 marked another double launch when unveiled on September 9, 2014. The 6 had a 4.7-inch screen, faster processor and improved camera. AFP -
The iPhone 6 Plus had a 5.5-inch screen and was $100 more expensive. Reuters -
The iPhone 6s came on September 25, 2015 with 3D touch and a camera that could shoot 4K video. EPA -
The iPhone 6s Plus is displayed at Tokyo's flagship store on September 25, 2015. Both new phones came in a new colour - rose gold. AFP -
Unveiled on March 21, 2016, the iPhone SE had the same design as the iPhone 5 and saw a return to the 4-inch screen which was preferred by some users. It was more affordable and hence lacked features such as Touch ID. AFP -
The iPhone 7 announced on September 7, 2016, said somewhat controversially goodbye to the audio jack. Reuters -
The iPhone 7 Plus had a dual camera added. AFP -
The iPhone 8 was released on September 22, 2017 and had a new glass and aluminium design, retina HD screen. Reuters -
A customer gets his hands on an iPhone 8 Plus on launch day in Tokyo on September 22, 2017. The launches also saw speakers that were 25% louder and the most powerful and smartest chip in a smartphone (according to Apple). AFP -
The iPhone X marked a decade of iPhones on September 12, 2017. It's main changes were an edge-to-edge super retina screen. Touch ID was removed with Face ID introduced. Reuters -
The iPhone XS was released on September 21, 2018 and had a Super Retina OLED screen with improved scratch and water resistance. Face ID was faster. Reuters -
The iPhone XS Max had the largest iPhone screen to date at 6.5 inches. It could handle 3 million pixels. Reuters -
The iPhone XR was slightly cheaper than the XS and came with a 6.1-inch screen. AFP -
A customer looks at the iPhone 11 at an Apple store in Dubai Mall on September 20, 2019. EPA -
A man tries out the iPhone 11 Pro in Cupertino, California, on September 10, 2019. AFP -
Midnight Green was introduced for the iPhone 11 Pro Max, while there was also a new three-camera system. Reuters -
Arriving on April 15, 2020, the iPhone SE was for budget-minded customers and was pretty much a replica of the iPhone 8. Its 4.7-inch screen felt rather on the small side compared to the big screens of its big brothers. Apple Inc. / AFP -
The iPhone 12 on October 13, 2020 introduced a new processor and a screen that offered four times better protection if dropped. Apple / AFP -
The iPhone 12 mini offered a 5.4-inch screen. Getty Images -
Mr Cook showcases the iPhone 12 Pro during an event at Apple Park in Cupertino, California, on October 13, 2020. This upgrade saw a faster chip, 5G speed, a "camera system that’s killer in low light. A LiDAR Scanner for more realistic AR. And two great sizes to choose from — including our largest display ever". Apple / EPA -
The iPhone 12 Pro Max was categorised as a 'legacy phone'. Reuters -
The new iPhone 13 was unveiled on September 14, 2021. It has a smart data mode which helps battery life, more 5G bands and antenna lines that use material made from recycled plastic water bottles. AFP -
Apple CEO Tim Cook showcasing the third generation iPhone SE featuring 5G and the A15 Bionic chip on March 8, 2022. EPA -
The Apple iPhone 14, 14 Plus, Pro Max and the Apple iPhone 14 Pro were unveiled during an event on September 7, 2022. It didn’t raise its US prices during one of the worst years for inflation in decades. The biggest addition was emergency calling after a car crash. Bloomberg
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Demand for smartphones and computers has slumped in the past year, with coronavirus restrictions in China creating supply problems for shipments.
Apple generated $65.8 billion in sales from the iPhone in its first fiscal quarter ended December 31, missing an estimate of $68.3 billion. The numbers also represent a decline from the $71.6 billion that the product brought in a year earlier.
The iPhone 14 range was released in September, and the iPhone 15 is expected to be launched in the same month this year.
Some design changes are anticipated, with the device set to resemble both the Apple Watch and Android devices more closely, rumours suggest.
The iPhone 15 Pro Max will have thinner bezels and curved edges, making it look “more Android than ever”, ShrimpApplePro, known for leaking news on Apple, said on Twitter.
Late last year, ShrimpApplePro had said that Apple was working on a new iPhone with no physical buttons.
This was backed up by analyst Ming-Chi Kuo, who is also known to be a reliable source on Apple updates.
He said the iPhone 15 will have power and volume buttons built into the device, replacing the physical buttons.
There are also suggestions that the iPhone 15 will feature a titanium chassis with curved rear edges, rather than the current squared-off edges. The last model to have curved edges was the iPhone 11.
So far this year, Apple has released new MacBook Pro laptops featuring the new M2 Pro chip, while plans to unveil augmented-reality glasses this year have been postponed due to technical challenges, Bloomberg reported.
However, Apple could release a mixed-reality headset as soon as 2024 or early 2025.
Apple has been contacted for comment on the iPhone Ultra.
