iPhone 15 Ultra: what is known about Apple's new top of the range

Rumors about the iPhone 15 Ultra seem to have increased recently in what could be Apple's decision to add a new model to its family of devices. The measure would imply the addition of a new model above the Pro Max in order to offer a team with better features.

One of the reasons that make it possible to believe that these rumors are true is the fact that Apple already has this nomenclature to refer to some of its smart watch models. This suggests that use could be standardized in the mobile phone segment.

As expected, the Ultra model would come at a higher price than the Pro Max version, making it Apple's most expensive phone.

“Instead of rebranding the Pro Max as 'the Ultra,' Apple could add an even higher-end iPhone on top of both Pro models. Internally, the company has talked about doing just that, potentially in time for the launch of the Pro Max. iPhone in 2024,” says analyst Mark Gurman.

Something that is known is that from Apple they consider that users are willing to pay a higher price for their equipment, as announced by Tim Cook himself, CEO of the company, during the last presentation of financial results of Manzana.

“I think people are willing to pay a lot more to get the best they can afford in that category,” said Apple's top executive.

To analyze his words, it must be taken into account that in recent years each new generation of iPhones has been more expensive than the previous one. This is one of the reasons why the price of the most expensive iPhone model skyrocketed from $1,150 in 2017 to $1,600 in 2022.

This is a significant increase that despite some criticism, users have accepted without this generating a drop in equipment sales, which suggests that Cook's words could be true.