iPhone ‘Ultra’: Here’s why rising average price is not a problem for Tim Cook

Apple had a mixed bag of fortunes last week. From a global perspective, despite iPhone 14 Pro supply problems sinking its holiday revenues, Apple was the only company to record a 1% growth in the quarter. The sale of iPhone 14 drove numbers for the company, suggesting that the popularity of iPhones is increasing more than ever. It seems that the Cupertino-based giant is looking to ride this popularity wave to either expand or rejig iPhone lineup in the future to include an “Ultra” model.
iPhone Ultra in 2024
As per Bloomberg’s Mark Gurman, Apple CEO Tim Cook may have hinted at an iPhone with “Ultra” branding in 2024. While speaking on an earnings call, which was mostly focused on holiday results, Cook’s remakers purportedly gave a sneak peek into the company’s future.
While responding to a question about the increasing average sales price of iPhone models, he said that the price increase is no problem as consumers could probably be persuaded to spend more.
It is to be noted that the top-of-the-line model of iPhone X was priced at $1,150 in 2017 (Rs 1,02,000 in India) and now the top-end model of the iPhone 14 Pro Max has an asking price of $1,600 (Rs 1,89,900 in India).
Here’s what Tim Cook has to say
“I think people are willing to really stretch to get the best they can afford in that category,” Cook said on the call. He noted that the iPhone has become “integral” to people’s lives because they now use the device to make payments, control smart-home appliances, manage their health and store banking data, he said.
Cook, however, did not say anything on further price increases but he did say that even more upscale iPhones could make sense if they deliver new features.

“Ultra” the new flagship
Since last year, reports have suggested that Apple may include an “Ultra” variant in the iPhone 15 series. Over the last few months, rumours about the phone have increased — purportedly due to “Ultra” branding in Apple Watch and M1 silicon.
Gurman claims that Apple has internally discussed adding a higher-end iPhone to the top of its smartphone lineup. He also says that with iPhone 15 launch later this year, “Apple will further differentiate the product’s tiers with a range of materials, processors and cameras. That includes giving the Pro Max model a periscope lens, which will offer improved optical zoom.”
Gurman says that Apple won’t name the rumoured new iPhone Pro Max “the Ultra,” instead it could add an even higher-end iPhone above both Pro models.
“Ultra” model features
Gurman says that the model will “certainly drive up prices, but consumers would need a reason to upgrade.”
While there are multiple reports on the alleged “Ultra” model, there are no confirmed reports how that top-of-the-line model will be. The phone is expected to bring further camera improvements, a faster chip “and perhaps an even larger display. There also may be more future-forward features, such as finally dropping the charging port.”

iPhone “Ultra” with no charging port
The European Union (EU) announced last year that all phones sold in the region, including iPhones, must switch to USB-C port for wired charging before December 28, 2024. While Apple may have agreed that it has to comply with the ruling, it may never bring it because it has two years to come up with a wireless charging solution that is as efficient as its wired charging.
Bringing only wireless charging to “Ultra” may serve as a pilot so that the subsequent iPhone lineups may be completely shifted to only wireless charging. Notably, this is just a speculation and there are no reports in this regard.
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