All about Apple
New evidence supports Apple’s launch of a new iPhone Ultra. During an earnings call, Tim Cook was asked if the increase in the average iPhone price was sustainable. After all, a top-of-the-line model that cost $1,150 in 2017 (the iPhone X with 256 gigabytes of storage) now reaches $1,600 (the iPhone 14 Pro Max with 1 terabyte).
The company’s CEO then commented that the price increase is not a problem. In fact, consumers could probably be persuaded to spend more.
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“I think people are really willing to go out of their way to get the best they can afford in this category,” he said. For him, the smartphone has become “integral” to people’s lives, performing multiple functions.
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Cook could only be referring to a price adjustment, but it is true that Apple is already investing in differentiating its smartphones with the Pro and Pro Max versions. In the future iPhone 15, for example, the Pro Max model will gain a periscope lens, which will offer improved optical zoom.
So speculation has risen that Apple will opt for a new high-end brand: the Ultra. The company has already used this name for its high-end sports smartwatch and the top version of the M1 processor.
What’s more, its main competitor Samsung has already taken this approach with its own Ultra phone – a model that offers more cameras, a bigger battery, a bigger screen, stylus support, additional memory and a different design.
How this top model from Apple would be different remains to be seen. But it will likely offer camera improvements, a faster chip, and perhaps an even bigger display.
Via Bloomberg.
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