Mark Gurman: Apple may release more expensive Ultra model of iPhone in 2024

Apple may release an Ultra model of the iPhone 15 next year. What that model should look like is not clear, but Apple thinks according to analyst Mark Gurman that buyers would want the best of the best.

Mark Gurman writes in his newsletter that Apple CEO Tim Cook talked about a more expensive Ultra model during a conversation with investors. During that conversation, Cook was asked questions about the ever-increasing selling prices of the iPhone. According to Cook, those prices would not be a problem. He also said that consumers could probably be persuaded to spend even more money.

Cook calls the iPhone “integral” to users’ lives. “I think people want to make the effort to buy the best they can afford in that category,” said Cook. He does not literally say that a more expensive model will be launched on the market, but according to analyst Gurman that is the intention. Gurman says there are discussions going on internally at Apple about models being more expensive and more high-end than the upcoming Pro and Pro Max models.

Those even more expensive iPhones would be released in 2024, says Gurman. Those would be Ultra models that have even better specs than the Pro Max, but it’s not clear how and in what areas that happens.