Well known Apple pundit Mark Gurman has speculated that Apple is developing a new, even pricier, iPhone. This is based on a comment made by Apple CEO Tim Cook during the most recent earnings call. Gurman says “Apple’s plan to draw a greater distinction between the Pro and Pro Max has spurred speculation that the company will opt for a new top-end brand: the Ultra.”
For the last few years, Apple’s iPhone product strategy has been built on a “good, better, best” set of products. The iPhone SE is the good, iPhone is better and iPhone Pro is best. The three lines are differentiated by screen sizes, access to the latest features, camera tech and their design. Older iPhone models are retained but they are just what I call ‘filler’ that is targeted to specific markets.
The so called iPhone Ultra would represent a shift in this strategy to something like “good, better, a little better, best”. But I don’t think that makes sense for Apple.
If Apple is really going to release an iPhone Ultra, I suspect it will follow a similar path to the Apple Watch Ultra. It will be made from different materials than the other models and have a more ruggedised design. It will use the same ‘design language’ as the Apple Watch Ultra with protected buttons, a slightly raised bezel and titanium casing. We can expect it to have greater battery capacity and full satellite phone capability.
This will be the iPhone for people who like to spend a lot of time in the great outdoors.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.