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Apple could be launching a new “iPhone Ultra” that would sit above the Pro Max models in its lineup, according to Mark Gurman from Bloomberg. In his weekly newsletter, Power On, Gurman stated that when the iPhone 15 arrives later this year, Apple plans to further differentiate its product tiers with a range of materials, processors, and cameras, including a periscope lens for the Pro Max model to improve optical zoom.
Speculation has arisen that the company will opt for a new top-end brand, the “Ultra,” which is already used for its sporty high-end smartwatch and the top version of the M1 processor. However, instead of renaming the Pro Max “Ultra,” Apple could add an even higher-end iPhone above both Pro models, potentially in time for the 2024 iPhone release.
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According to Gurman, the new “iPhone Ultra” will likely feature further camera improvements, a faster chip, and possibly an even larger display, with future-forward features such as finally dropping the charging port. If the rumored iPhone Ultra does launch, Gurman believes that it could drive up prices, but consumers would need a reason to upgrade.