Confident that consumers are willing to pay up for the best available iPhone, Apple is discussing a model that will slot above the Pro and Pro Max.
CEO Tim Cook apparently told investors that consumers are willing to spend more for the best available iPhone model, signaling that a more expensive model might be on the way.
I think people are willing to really stretch to get the best they can afford in that category." Tim Cookand M series processors, so an iPhone 15 Ultra wouldn't surprise anyone. What's more interesting is that Gurman implies that the highest-end 2024 model will sit above two Pro-level models. I think it would make sense for Apple to eventually shift to 1 entry iPhone, 2 Pro iPhones and 1 Ultra iPhone. The last two attempts at new regular iPhone screen sizes have both been failures. So basically three high end and one entry level versus 2 and 2.
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