Price is no issue, Apple's CEO reckons.
, which starts at $1,099 / £1,199. That's $100 / £100 more than the iPhone 14 Pro, but the only differences between the models are size and battery life. There have been rumours that Apple wants to differentiate them further. That's some to presume an iPhone Ultra is in the works, and a brief comment from Apple CEO Tim Cook during Apple's latest earnings call is now being taken as proof.
He said this is because the iPhone has become “integral” to people’s lives since people now use it to make payments, control home appliances and manage their health. We think Cook's probably right. Despite the cost of living crisis, there seems to be no lack of appetite for increasingly expensive phones. But it's too early to say the iPhone Ultra is a thing.
To succeed, it would need to give us a reason to pay more, and it's not yet clear how it would do that. The upgrade could come in the form of materials, a faster chip and an improved camera, but it's already rumoured that the iPhone 15 Pro Max will be more greatly differentiated from the iPhone 15 Pro with the addition of a periscope lens for improved optical zoom.
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