APPLE is reportedly creating a sparkly iPhone 16 'Ultra' which is expected to win over tech fans despite a new lofty price.
The intriguing 'Ultra' model comes amid plans to make the difference between its Pro and Pro Max models more obvious, according to Bloomberg.
Instead of renaming the 16th lineup's Pro Max model the 'Ultra', Apple could add a higher-end iPhone above both Pro models.
The tech company has reportedly discussed doing just that.
There are rumours it could even be introduced in the 2024 iPhone release.
But the addition would drive up prices to heights never seen before.
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The cost of a top-of-the-line model has risen from $1,150 in 2017 to $1,600 in the 14th lineup.
While a wider economic downturn seems a bizarre time to hike costs, Apple's boss Tim Cook thinks consumers are willing to pay extra.
Consumers would then, at least, have a reason to upgrade as concerns that the difference between models is becoming less distinct.
“I think people are willing to really stretch to get the best they can afford in that category,” Cook said on a recent earnings call.
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This is because iPhones have become “integral” to people’s lives, he added, with most using it as their camera, debit card and health tracker.
Apple is expected to do more to differentiate product tiers in the iPhone 15 lineup arriving later this year.
This includes giving the Pro Max model a periscope lens, which will offer improved optical zoom.
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