Apple customers are ready to pay and the company knows it. The Cupertino company would develop a new range of iPhone intended for ever more demanding customers. During the last meeting with investors dedicated to the results of the holiday season, Tim Cook confirmed his desire to develop more expensive smartphones.
Of the “more avant-garde features”
Internally, Apple reportedly discussed the possibility of adding a high-end iPhone to its products, according to Bloomberg. This project would aim to better distinguish the Pro and Pro Max ranges. More than a renaming of the Pro Max range, the company could develop an even more premium iPhone. An “Ultra” version could thus see the light of day in 2024, with a name similar to that of its high-end sports watch.
A new model which should thus exceed the already high price of the current Pro Max versions. A rising price accompanied by a probable improvement in the camera, a faster chip or even a larger screen, according to speculation from Bloomberg. A premium phone that could also feature “more avant-garde features”such as the removal of the charging port.
A new very high-end technological approach similar to that of Samsung’s Utra, a device that offers more lenses, a larger battery and a larger screen. However, unlike the Korean manufacturer, Apple would not aim to release a foldable iPhone in the near future. The arrival of this technology could first go through larger screens, like those of the iPad.
Rising prices
The probable arrival of an “Ultra” series among the iPhones of 2024 is part of the continuous rise in prices since 2017. A trend that should continue in the coming years, according to the words of Tim Cook during the presentation of the results for the first quarter of fiscal year 2023. Consumers would be willing to spend even more on premium products, according to its analysis.
“I think people are willing to put in the effort to get the best they can afford in this category [haut de gamme, NDLR]”assures the CEO of the firm, referring to the iPhone as a “integral part” of people’s lives. Payments, control of the connected home, health management, storage of bank data are all uses that would appeal to Apple customers, according to Cook.
