Apple is reportedly considering ways to push the price of the high-end iPhone even higher. Rather than simply re-branding Pro Max to Ultra, Apple is discussing adding an ‘Ultra’ high-end model above the Pro Max as soon as 2024, or the iPhone 16 lineup.
That’s according to Mark Gurman in his latest Power On newsletter for Bloomberg. The new model would help increase iPhone average selling price even higher, with Tim Cook hinting on this week’s earnings call that consumers are willing to pay more for the best phone.
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