Samsung was the first smartphone manufacturer to launch a smartphone with the Ultra branding worldwide. It was called the Galaxy S20 Ultra and in 2020 it offered the best possible hardware paired with the best possible cameras from Samsung. Samsung then launched a Galaxy Note 20 Ultra 5G and then merged its Note Series with its S Series S22 Ultra a few years later with the launch of the Galaxy. Xiaomi also joined the “Ultra” bandwagon with the launch of its Mi 11 Ultra in 2021 and its recently announced successor, the Xiaomi 12S Ultra. A reliable source is now pointing out that Apple is also preparing to launch its own ‘Ultra’ device, one that would not only offer more features than its ‘Pro’ models, but also come at a higher price point.
According to Mark Gurman of BloombergApple has reportedly been discussing the launch of a new product internally iPhone Model in 2024. This new model would be a higher-end iPhone compared to the currently available “Pro” branded devices and would also be priced higher than the currently available iPhone 14 Pro Max model. Gurman states that in a previous earnings announcement Apple CEO Tim Cook expressed confidence that his customers will spend more money for more features as the iPhone “has become an integral part of people’s lives” and allows users to make payments, control IoT-enabled devices and theirs too monitor health.
Gurman is betting on Apple adding more camera improvements instead of the already expected improvements to the iPhone 15 Pro models coming this year. Other expectations for this upcoming “Ultra” iPhone also include a faster processor and possibly an even larger display. It could also be a portless iPhone, which ditches the Lightning connector and just charges wirelessly.
TF Securities analyst Ming-Chi-Kuo also weighed in in his recent research notes called Camera improvements that could come to the iPhone 15 series in 2023. In his tweets, he also explained how Apple could adopt the periscope lens for an upcoming iPhone 16 Pro Max or Ultra branded device. The addition of a periscope lens would theoretically offer improved optical zoom and also help differentiate its Pro better from the Pro Max devices, starting with the iPhone 15 series itself.
Indeed, with Samsung already offering two unique products such as the Galaxy S Ultra model (with S Pen capability) and the Galaxy Z Fold and Z Flip devices in its premium segment, it will be interesting to see where and how Apple continues to diversify its premium iPhones that are currently stuck at one form factor. With the outgoing iPhone 14 series, Apple is selling a base iPhone 14 followed by a slightly more expensive one iPhone 14Plus with larger battery and display. Above that are the top tiers Phone 14 Pro and the iPhone 14 Pro Max Models with better cameras and the newly introduced display with the Dynamic Island cutouts.
