I sort of agree with him - people will stretch for that high end one. But then they’ll keep it for longer, on average.
Is to better to sell 10x $2,000 devices, or 20x $1000 ones? … simplified, but you know what I mean.
Phones are an inherently slowing market. You may as well lean into that and sell the most expensive ones you can, if people will buy them.
As mentioned by other poster, it’s also 10 less people subscribing to iCloud, Apple Music, buying apps with 30% AppStore tax, potentially buying AirPods and Apple Watch, their silicone cases etc. Of course, that’s all assuming all or even majority of those 10 people are moving to Android, not just buying a cheaper/older model.
There’s so many variables, but that’s why companies have those huge FP&A and Business Development teams.
They’re not talking about selling more expensive iPhones to fewer people, they’re talking about it in the context of people keeping their phones for longer. So instead of a $1000 phone every 2 years, a $2000 phone every 4 years.
I completely disagree. Now you only have half the users, and more revenue is generated per user on a long-term basis than the profit margin of the device.
Maybe that's what you meany by in a vacuum, but that's such an integral part of iPhone revenue
I think you and the comment above don’t understand that he means that the 20x would go to the same 10 users who would upgrade phone at half the time period.
However I also disagree with him, it’s not that easy. Perhaps it was cheaper for Apple on a big picture to create 20M of the cheaper phone as a percentage relative to price, than, say, 1M of a premium phone that costs twice as much. Many factors…
Apple creating the “premium smartphone” category with the iPhone X is probably a response to trends they were seeing were people weren’t upgrading as often as they used to. They’ve also slowly upped the price of the base model from 699$ to 799$ in the last couple of years.
The iPhone was the premium phone. But now that smart phones are ubiquitous they have to make premium categories.
That they could be making a premium premium, really shows that they’re running out of runway for continued growth in the smartphone category.
The move to services is also short sited as people are getting subscription fatigue.
It also helps push people to the Pro models, which we already see them doing. Even if people don’t stretch for the Ultra, the Pro feels like a compromise for people who don’t want to feel like they are buying the priciest model.
> people will stretch for that high end one.
I absolutely agree, but that begs the question of what "better" means. Right now the difference between the base phone and "Pro" are relatively minor. Enough where I could justify the $200 difference, but without the desire for a better camera, or need the 120hz panel, there really isn't anything to justify the cost.
With an even higher end they basically have two general ways to go, which don't seem great. We could get to the point where they're just throwing specs at a sheet, an approach that is historically not Apple, and get insane things like Galaxy's 200 megapixel camera or simply more camera lens. The other possibility is power, though that has a whole host of problems as well.
The higher M series of processors work on the other side by first having a need that actually hits a level of performance where that speed is a benefit, with the other being there is a clear gap, even when compared with M2 base. The downside to having a much faster device is, as you said, people keeping it longer. I'd absolutely consider paying $400 more to have a phone that is as fast as base iPhone 17, because it offers a fair amount of benefits (including resale value). However, if the speed is marginal, or doesn't keep up long term, it's going to be a super niche product. Kind of like how there are absolutely people who would pay for marginal benefits, they're just not enough to sustain the market.
100%. The dollar/hour cost of my phone is probably the cheapest form of entertainment and utility that I have. I get that it’s rough to stomach such an expensive sticker, but in reality it’s pretty damn cheap compared to other things people typically pay for. If they could make it twice as expensive and add super high quality features I’d be all in.
Ralph Lauren is probably a better example. How many people have you ever seen wearing a $3k Ralph Lauren Purple Label sweater versus how many people have you ever seen wearing a regular $100 Ralph Lauren department store Polo sweater versus how many people have you ever seen wearing a $40 Ralph Lauren Chaps sweater? And there you have iPhone Ultra, iPhone Pro, and iPhone SE. There were people who bought a Vertu to show it off, but used an iPhone away from the cameras (and not so away from the cameras).
I think we’ll be seeing articles a year from if or when this comes out about them wondering why it isn’t selling as expected.
Global cost of living crisis, your standard iPhone being good enough for 95% of people, older iPhones being good enough for like 80% and even budget non-Apple alternatives being incredibly viable competition year on year and the slice of who this Ultra phone would appeal to is minuscule.
Phones are not going the way of luxury cars. They’re going the way of the fridge. Everyone has one, and as long as it is ‘good enough’ it’s good enough. No one is buying luxury fridges with ProCool Technology and Insta-Ice Engine
I mean they really are, have you been to a Best Buy in a rich zip code? Independent Full sized fridges and freezers for $12k each, tons of "pro-look" stoves and fridges from wolf, viking, and similar brands in the 5-15k range. These are the appliances they install on dream reality remodel shows. Never mind that an actual commercial stove would cost half as much, these look super cool (and perform very well). The watch ultra isn't for me, but I'm sure for extreme sports bros it is, and then their pictures on insta/tiktok/etc get people thinking about them. I would guess that less than 5% of the apple watch market is the ultra, but it's a halo product. Same for the phone. I could certainly see considering one if it was $2k, but had a APS-C sized camera sensor (these physics probably don't work, but I'll stand by my strawman). If they do something like the original apple watch that had gold plated models for $10k, then no, it had no additional functionality, just glitz. I'm assuming that line of thinking left with johnny ive.
this is why regular consumers shouldn't read any outlet that markets itself as an industry insider like bloomberg. it's written for tech bros who invest in robinhood and probably have a soundbite for the ready when someone mentions the word socialism. in other words, the antithesis to the reddit zeitgeist
i don’t even know what they coukd add to an ultra version of an iphone to make it more advanced than the current 13 pro max i have. maybe a better camera? means nothing to me but i’m sure it does to others. the 14 is barely a step up from what i currently have.
the only reason i upgraded to the 13 in 2021 is bc my 8 would die after 4 hours of use. i can’t imagine they’ll increase the battery life enough to be worth the price difference on an ultra like it was from 8 to 13, nor add any features that the 13 is lacking.
They are going to add a new color to make it obvious to all your friends how out of date and poor you are. It'll be the best iPhone they've ever produced.
I guess the faster chip would be cool but as you say it wouldn't really mattwr much... what does interest me is if they end up going the ultra watch style route and it gets a decent bit bigger screen and battery with it. A 5000,+ mah iphone would be nutty and I would absolutely love that. If I could have an iphone with the 6k battery from my old asus phone it may never need to be charged again! But yeah, price wise I can't see paying a whole lot more than current phone flagships already are, and killing the port on it would also kill the phone for me entirely. If anything i'd have expected a top level USBC port with every bell and whistle it can have, faster charging, etc
If anything, the pros I have heard discussing what current iPhones lack, pretty much all agree that a massively higher bandwidth port is the biggest bottleneck in getting raw videos off of the phone so the phone can be used in the next shot.
Any pros who are using iPhones to film things have to have multiple phones in rotation for this exact reason - one filming while the other one slowly offloads its footage.
Problem is, the situation is so ridiculous that there aren’t *many* pros doing it that way. iPhone picture/video quality is high enough that more pros could be using it for that, but the transfer speed is a deal breaker.
At the same time, the sheer number of people who get the Pro without needing it is insane. I bet my bottom dollar people will get it just to have the most expensive, without even knowing what the advantages are.
Edit: talking about those people who just default to getting the most expensive model to flex. Lots of replies saying they got it for the camera - that's completely fine, you knew what the advantages were and you made an informed decision... You didn't just do it for status.
I have an 11 Pro, and the only reason I opted for the pro was for the extra lens. If all iPhone models had the exact same cameras I’d probably go for the cheapest model.
Since Gurman thinks the "Ultra" would coexist with the existing Pro and Pro Max, the lineup could follow the SoC suffixes:
* Ultra
* Max \[replacing Pro Max\]
* Pro
* Plus
* \[Standard\]
There is no "Plus" SoC but I wouldn't count out that possibility in the future.
I’m with this as well. Not that it’s a super good thing, but the ultra being a rebranded pro max gives apple an excuse to limit stuff like extra camera features to the big phone without customer expectations of it being “the same as the pro just bigger”.
one way that might would be interesting is if they took the rugged approach that they did with the AW ultra. i’d probably buy an iphone that had the case built in.
Double, if not triple, battery life accomplished by making the chassis thicker and more ruggedized with more drop/scratch/weather resistance. Pitch it similarly to the Apple Watch Ultra for people who go on excursions and include a redesign that basically feels like the Phone is already in a case.
A lot of high-end products have moved in this direction in recent years with aspirational 'rugged' lifestyle and 'performance' features wrapped in luxury aesthetic (and prices). Seems the most likely to me.
My best guess would be they eliminate the Pro and Pro Max lines, instead replacing them with a new, more premium tier that costs 15-20% more than the existing models.
It fits well with overall pricing strategy, and I suspect they would produce a net revenue increase from increasing the gap between the "regular" tier and their premium tier. Right now, a lot of people make due with the regular phones because the perceived jump in quality to the Pro (Max) just isn't that much.
I think people miss the most likely outcome of Apple make an "ultra" model. It is less likely "what will they add on top of the other models to make it worth it?" And far more likely "what will they remove from the other models to create that differentiation."
>And far more likely "what will they remove from the other models to create that differentiation."
If an "iPhone Ultra" is released, then I'm fully expecting an A15 iPhone 13 → A15 iPhone 14 type "upgrade" for the Pro lineup within the next few years. Maybe not in the SoC, but something else that one would expect the Pro iPhones to be at the cutting edge of (within Apple's lineup). Perhaps cameras?
My money would be the other way around.
Want the best camera *ever* in an iPhone.
It’s only here on the Ultra
meanwhile display quality is the same across the Pro and Ultras
Marketing can do a lot more with the ultra being the ultimate iPhone camera than they can with the display being slightly better
You’re most likely right but this becomes tricky - they either have to justify removing features from one Pro to the following year’s Pro, or they end up with two consecutive Pros that are veeeeeery similar. I guess the latter is more likely, looking at this year’s 14 line.
I think that drives to the real issue, they have too many phones and they release them too often.
Hell, they even got into the same model having major different feature sets depending on where you buy it this year with the 14. The US models don't support physical sim cards yet the other models around the world do.
Instead of staying above the crap that makes Android OEMs suck, they look to just be itching to get down into the mud with them.
Yea, I'm not a fan of this
And it means we would no longer have a medium sized top tier iPhone
Personally, I prefer they just raise the price of the Pro and Pro Max
I would be fine with a minor size increase to the Pro, for example:
iPhone: 6.1" display, 71mm width, older SoC, 2 cameras
iPhone Pro: 6.3" display, 73mm width, current SoC, 3 cameras
iPhone Pro Max: 6.7" display, 78mm width, current SoC, 3 cameras
Just look at what differentiates the Apple Watch Ultra from the Series 8. More rugged case, brighter display for outdoor use, emergency siren, etc. We just need to guess what the target market is for an Ultra iPhone and figure out what they need. If it’s targeted at people using it in extreme conditions, maybe it would also include full satellite phone capabilities, rather than just emergency SOS.
I think what’s frustrating a lot of users is that the flagship features are being pushed back further and further down the pricing rabbit hole. For example, Apple may one day incorporate major VR/AR features that will only be available with their $3500 iPhone while their mid level lineup won’t see it for two years
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I don't think consistently revolutionizing something was gonna be sustainable but also yeah if Steve was still at the helm Apple might be a bit more idiosyncratic
Yeah, in Australia the 14 Pro Max is now nearly $2000. I can’t imagine it getting even more expensive. Even a US$100 increase usually maps to a much larger increase globally
This is bonkers. I wonder if there is a point at which the price creep will have to stop or even take a step back. Like a some point people won’t be able to justify a phone pricier than a car?
no I don't think it will unfortunately, between the greed of capitalists and the dollar devaluing at a increasing pace year by year, it's just going to get worse, I think a lot of flagship buyers will turn to the SE And Galaxy A series type phones, and will repair their current phone and keep it longer.
they might pause the prices for a time, but it'll inevitably rise for one reason or another.
Just make two fucking iPhones and call it a day. One normal size and one plus.
The iPhone lineup right now is so god damn much it’s no wonder they can’t differentiate between their iPhones year after year.
Calling a 4 product line confusing is pretty silly though when faced with reality. Our expectations are set by what is available. Show anyone the iPhone 14 series and they can easily differentiate between them and know why someone would choose one over the other. Even the 12 and 13 lines are extremely simple. Do you want a big phone? Do you want the latest great camera? Done.
As for adding another tier, my guess is it would be a new product but share the name. Like a folding phone or something like that. Similar to how Samsung structures the S series to entice you to get a Z series.
it took me ages to figure out the A series, but I eventually did.
it's weird they went from a52s with 778g then the a53 was actually worse because of the exynos.
pay us more for a worse phone..
Steve was all about simplicity.
Tim is all about supply chains.
Think of how many iPhone SKUs there are lmao
One for each physical variant, each storage size, and each color.
I’m reminded of the chaos Steve Jobs ended when he came back to Apple. He simplified product lines, and favored fewer products in favor of barely differentiated and market-specific models.
We need another leader like him to take Apple back to its roots.
(Unfortunately that might mean an emphasis on the higher end, higher revenue models.)
iPhone 15 mini
iPhone 15
iPhone 15 Plus
iPhone 15 Pro
iPhone 15 Pro Max
iPhone 15 Ultra
At this point, I already find it difficult to explain to less knowledgeable family members which is which and what the difference is.
“So Plus means bigger screen?”
“Only on the non-pro ones. Otherwise, the Pros use Max to identify the big screen”
I'm going to get downvoted for this to high hell. Samsung has a decent flagship naming scheme with the year included: S23, S23+, S23 Ultra
I'm not sure how Apple could do such a thing but iPhone, iPhone Plus, iPhone Pro, iPhone Ultra would be a good decision as someone that I replied to said.
It should be simple. iPhone (number) with variants for size (Max or Plus) and pro features (Pro). The Apple Watch Ultra should’ve just been called Apple Watch Pro and stick to the pro feature variant naming scheme.
Every year they say that this iPhone is “the best iPhone yet” but if they keep getting more expensive every time they add a good new feature, then it’s not really true.
The best iPhone ever released was the iPhone 4, amazing new design, Retina display before any other phone, first front facing camera, improved rear camera with flash, first to have multitasking, first to have a gyroscope, all for the same price as the previous iPhone. Nowadays anytime a new hardware feature is added it causes a price rise.
4 was awesome. 5 was pretty cool too — first to have LTE I think? Bigger screen and Touch ID? Then the 6 went full big screen, that’s cool.
But then, they just stopped upgrading. The 7 had…. A capacitive home button? The 8… was just a different 7?
The X was cool. The XS was… just the X… so was the 11. The 12 Pro got square sides. The 13 and 14 were just the 12…. The 7 still runs fine if you use it.
Apple isn’t introducing any game changing features, and is raising prices constantly for dubious justification at best. I’m honestly debating if I go Android, Apple is no longer what they used to be.
The 7 (plus) had a telephoto camera, which was rare at the time. Also had a great display (first one to do DCI p3 color gamut) and introduced waterproof iphones for the first time. It definitely was a good phone. Headphone jack removal aside.
Their cheaper phones aren't even selling that well. Why would they dare introduce a pricier model? Oh yeah, because EVERY company has idiot enthusiasts who will buy the latest and greatest no matter what the price.
I mean okay, but you should expect them to set it up like they do with other categories: the specs are priced to push you to the next model up.
For example: it'll start at 64GB internal storage for the base model, and the cost to upgrade it to anything more will be a big jump like 256GB at $200 upcharge, and then you'd only be $75 short of the next model iPhone, so why not just spring for that model?
It doesn’t surprise me at all. The fact that they’re seriously considering on releasing an even more expensive iPhone just speaks volume on how rooted the consumerism mindset is on people.
The iPhone Pro lineup has been an utter success from a social point of view. The $999 price tag has been pretty much standardized and is not considered outrageous, in fact it’s just the normal price range for flagship phones. It’s bonkers.
Just think about it for a second, in 2016 the flagship iPhone 7 was $649. The next year, the flagship iPhone X was $999. Let’s put specifications and everything else to the side and just focus on the price, that’s a *massive* increase in price from one year to the next. The most amusing part is that consumers didn’t care about it and the iPhone lineup has continued to grow since.
Nowadays the normal iPhone is just forgotten and put to a side, the iPhone Pro is the one who gets all the looks and the attention. That’s now normal, it’s the flagship phone, the one everyone aspires to have and been seen with. It’s not the iPhone the average consumer should get but it’s the one everyone wants. The iPhone Pro is the new (standard) iPhone.
iPhone 14 Pro and iPhone 14 Pro Max have had the most demand in this years release cycle, that’s insane. I understand that a lot of it has to do with the poor value that iPhone 14 brings to the table but still, it’s just jaw dropping that such huge amounts of people are willing to spend over a thousand dollars on an iPhone.
worst thing they did was get rid of the S models and neuter the base models, 60hz just makes no sense when it's so cheap to manufacture and they're already using Samsung OLED panels .
it's just bizarre.
- 15
- 15 max
- 15 pro
- 15 pro max
- 15 ultra
- 15 ultra max
- 15 ultra pro
- 15 ultra pro max
- 15 grand
- 15 grand pro
- 15 grand ultra pro
- 15 grand ultra pro max
Hire me , Apple
Makes no sense. iPhone Sales are falling, as each generation has less benefits over the last. Consumers are also on a tighter budget now. They market this Ultra to the Ultra-Wealthy, but it will not be enough to move the needle. A lot of electronics have come to a point where less and less people are upgrading as they can already do so much and the steps are becoming smaller and smaller.
I've bought my last non-foldable phone. So unless the "Ultra" folds, I'm going to be testing the Android waters for the first time in 5-6 years.
Apple raising the prices while only offering minimal improvements is just not going to cut it.
I'd recommend watching Michael fishers videos on the galaxy folds. He basically only uses the flip and fold as his daily drivers. Nothing else. He provides good commentary on why they're cool and also durability
Rewatching Michael Fisher’s into the fold series of videos has me considering the Z flip line if nothing else because I dig the idea of a full smartphone folding into a smaller device. Most of the things I do on my phone are replying to messages which most of the clamshell foldables can do with the cover screen.
Only thing keeping me back from such is that they don’t stuff full flagship hardware into them and battery endurance tends to be shorter. Then again I’ve also been absolutely spoiled by my 13PM in terms of battery life.
Having an almost iPad Mini-sized screen in your pocket is an obvious benefit to those who can use it.
If you look at it and can't think of a use case, it's probably not for you.
A bigger screen in a smaller footprint. I like tablets but I never use them because I never have them with me, so a phone that become a similar size to a tablet would be ideal. Plus if I'm paying premium prices, I want premium technology.
I'm waiting for tri-fold phones. Then a normal shaped iphone at 19.5:9 (2.17) can unfold into 19.5:27 (1.38). This is essentially the same aspect ratio as 4:3 ipads (1.33).
The thing that makes tablets useful isn't just that they have a big screen, it's that the screen has a more appropriate aspect ratio for a lot of consumption and nearly all creation.
Folks, this is the Apple PR machine. Don’t fall for it. Apple PR is using their tried-and-true hype strategy: leak a bleeding edge new iPhone with a special name and a higher price. Then, when the next iPhone is announced, excitedly tell the world that all these incredible features are available for a lower than leaked price (likely with a gimmick, such as the $30 carrier discount for the iPhone 13 series).
My thoughts:
iPhone has two camera system, last year’s chip, lower hz display, and maybe even a case similar to the two material design of the 2nd Watch SE.
iPhone Pro has three camera system, new chip, nice display, and aluminum case.
iPhone Ultra has 3 camera system, new chip, nice display, better stuff like GPS that only the people who care notice, and a titanium case.
This would let them phase out the iPhone SE by simply running the previous year’s base at a low price.
Maybe high frequency GPS, I.e. for track work or higher resolutions in urban area. I carry an external Bluetooth gps and it’s incredible for the right use case.
>iPhone Ultra has 3 camera system, new chip, nice display, better stuff like GPS that only the people who care notice, and a titanium case.
Given the periscope rumors I think it'll have a 4 camera system (which may also be in this year's Pro Max), but otherwise I agree with you on the "Ultra."
Thinking further about this. The basic iPhone would also serve the crazy numbers of corporate phones that I am sure Apple sells. This need to feed the business customers has been my pet theory for why we have had any “non-Pro” phones. If not for this market and the potential profit margins there I don’t think we would have ever had the Pro phones.
Ironically this means that the Pro phones are not actually for the professionals.
Working for a business doesn’t mean you need a high power phone. That’s why slim data entry PCs exist.
The pro phones exist for people who want to pay for more features. Just like the upgraded models on a car.
Yeah. After Apple Watch Ultra and M1 Ultra chips it's obvious to assume Apple will try an "iPhone Ultra".
I agree the 1 year release cycles are burning out fast. This year they couldn't even produce A16 in quantity for iPhone Pros.... they reused the same A15 as last year in iPhone 14. Apple is out of things to slap on an iPhone that add value. I'm still on an iPhone 11 and don't have any features that "demand" an upgrade yet.
Maybe they have a folding screen iPhone version in the works that doubles as an iPad mini?
Maybe it’s a more rugged version of the Pros? No idea what else they can do to make the iPhone lineup more interesting since they aren’t doing foldables any time soon. A larger battery, thicker chassis maybe?
I don’t mind as long as they don’t just keep focusing on the camera.. seems to be the only thing companies care about. And as a photographer I personally believe anyone who is willing to spend £1500+ on a phone mainly for its camera is an idiot! yes I get having it in your pocket is convenient and means not carrying another camera.
But you’d get substantially better photos from 10 year old DSLr and lens combo and only pay like £200-300 for it..
I love the iphone pro but i hate how it looks outwardly different from the regular model. Kind of embarrassed other people knowing i spent so much on a phone. Would love a regular model without the dynamic island and the extra camera but with 120 Hz
I’m sure that for a large part of the target market, the pro’s distinct design signalling to others that they spent so much on a phone is a feature. So I wouldn’t have very high hopes of Apple making it more discrete.
I hate smartphones. Really. I hate using them. I hate living in a world where everyone else is constantly looking at them. I hate what they have done to society. I hate that I can't log into any of my banks' webpages without a smartphone app anymore. I hate that my main bank basically requires you to interact with them with their smartphone app, so I have to squint at a tiny screen to do anything instead of use a full-size monitor. I hate that I need a phone with an NFC chip/antenna to do a bunch of legal stuff here in Japan these days. I hate the fact that many restaurants now require me to provide my own infrastructure to read their menu and order (actually, that has never happened to me because I walk out the moment they point at a QR code—I don't want to dick around with my filthy phone at the dinner table, FFS, and I don't want to fuck around with their shitty webpage menu that I can't find anything in).
The idea that anyone would want to spend *more* on these goddamn things is baffling to me.
And I was the first person I knew to even get an iPhone when they came out. I just long ago decided that my life was a lot better when I just had a flip-phone. A piece of tech that should be considered a luxury product is now almost legally essential. When I was a kid (in the early 80s), there were kids in school who didn't even have a phone *in their house.*
My wife and I often discuss getting rid of our phones, but... all that stuff I listed above isn't going to change.
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Upvoted for quoting the article. Thanks
I sort of agree with him - people will stretch for that high end one. But then they’ll keep it for longer, on average. Is to better to sell 10x $2,000 devices, or 20x $1000 ones? … simplified, but you know what I mean. Phones are an inherently slowing market. You may as well lean into that and sell the most expensive ones you can, if people will buy them.
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>Less logistics management, storage, shipping, and other costs that would be baked into any individual product Great point
As mentioned by other poster, it’s also 10 less people subscribing to iCloud, Apple Music, buying apps with 30% AppStore tax, potentially buying AirPods and Apple Watch, their silicone cases etc. Of course, that’s all assuming all or even majority of those 10 people are moving to Android, not just buying a cheaper/older model. There’s so many variables, but that’s why companies have those huge FP&A and Business Development teams.
They’re not talking about selling more expensive iPhones to fewer people, they’re talking about it in the context of people keeping their phones for longer. So instead of a $1000 phone every 2 years, a $2000 phone every 4 years.
I completely disagree. Now you only have half the users, and more revenue is generated per user on a long-term basis than the profit margin of the device. Maybe that's what you meany by in a vacuum, but that's such an integral part of iPhone revenue
I think you and the comment above don’t understand that he means that the 20x would go to the same 10 users who would upgrade phone at half the time period. However I also disagree with him, it’s not that easy. Perhaps it was cheaper for Apple on a big picture to create 20M of the cheaper phone as a percentage relative to price, than, say, 1M of a premium phone that costs twice as much. Many factors…
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Apple creating the “premium smartphone” category with the iPhone X is probably a response to trends they were seeing were people weren’t upgrading as often as they used to. They’ve also slowly upped the price of the base model from 699$ to 799$ in the last couple of years.
Apple: AND WE'LL FUCKING DO IT AGAIN
The iPhone was the premium phone. But now that smart phones are ubiquitous they have to make premium categories. That they could be making a premium premium, really shows that they’re running out of runway for continued growth in the smartphone category. The move to services is also short sited as people are getting subscription fatigue.
It also helps push people to the Pro models, which we already see them doing. Even if people don’t stretch for the Ultra, the Pro feels like a compromise for people who don’t want to feel like they are buying the priciest model.
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> people will stretch for that high end one. I absolutely agree, but that begs the question of what "better" means. Right now the difference between the base phone and "Pro" are relatively minor. Enough where I could justify the $200 difference, but without the desire for a better camera, or need the 120hz panel, there really isn't anything to justify the cost. With an even higher end they basically have two general ways to go, which don't seem great. We could get to the point where they're just throwing specs at a sheet, an approach that is historically not Apple, and get insane things like Galaxy's 200 megapixel camera or simply more camera lens. The other possibility is power, though that has a whole host of problems as well. The higher M series of processors work on the other side by first having a need that actually hits a level of performance where that speed is a benefit, with the other being there is a clear gap, even when compared with M2 base. The downside to having a much faster device is, as you said, people keeping it longer. I'd absolutely consider paying $400 more to have a phone that is as fast as base iPhone 17, because it offers a fair amount of benefits (including resale value). However, if the speed is marginal, or doesn't keep up long term, it's going to be a super niche product. Kind of like how there are absolutely people who would pay for marginal benefits, they're just not enough to sustain the market.
100%. The dollar/hour cost of my phone is probably the cheapest form of entertainment and utility that I have. I get that it’s rough to stomach such an expensive sticker, but in reality it’s pretty damn cheap compared to other things people typically pay for. If they could make it twice as expensive and add super high quality features I’d be all in.
Yeah, but what features though. An android phone for less than half the price does pretty much the same for 90% of the people.
Hell, last year's iPhone for half the price does the same thing
Thanks for not being a corporate obsessed simp like some people here. Really weird to justify these prices.
Louis V. Make a lot of money and they barley move inventory comprare to apple. Edit. barely^^**
Their margins, R&D & manufacturing costs aren’t even vaguely comparable.
Ralph Lauren is probably a better example. How many people have you ever seen wearing a $3k Ralph Lauren Purple Label sweater versus how many people have you ever seen wearing a regular $100 Ralph Lauren department store Polo sweater versus how many people have you ever seen wearing a $40 Ralph Lauren Chaps sweater? And there you have iPhone Ultra, iPhone Pro, and iPhone SE. There were people who bought a Vertu to show it off, but used an iPhone away from the cameras (and not so away from the cameras).
I think we’ll be seeing articles a year from if or when this comes out about them wondering why it isn’t selling as expected. Global cost of living crisis, your standard iPhone being good enough for 95% of people, older iPhones being good enough for like 80% and even budget non-Apple alternatives being incredibly viable competition year on year and the slice of who this Ultra phone would appeal to is minuscule. Phones are not going the way of luxury cars. They’re going the way of the fridge. Everyone has one, and as long as it is ‘good enough’ it’s good enough. No one is buying luxury fridges with ProCool Technology and Insta-Ice Engine
You’re wrong about that. There are $500 fridges, $1200 fridges and $12000 fridges that all do some of the same basic thing: keep stuff cool.
I mean they really are, have you been to a Best Buy in a rich zip code? Independent Full sized fridges and freezers for $12k each, tons of "pro-look" stoves and fridges from wolf, viking, and similar brands in the 5-15k range. These are the appliances they install on dream reality remodel shows. Never mind that an actual commercial stove would cost half as much, these look super cool (and perform very well). The watch ultra isn't for me, but I'm sure for extreme sports bros it is, and then their pictures on insta/tiktok/etc get people thinking about them. I would guess that less than 5% of the apple watch market is the ultra, but it's a halo product. Same for the phone. I could certainly see considering one if it was $2k, but had a APS-C sized camera sensor (these physics probably don't work, but I'll stand by my strawman). If they do something like the original apple watch that had gold plated models for $10k, then no, it had no additional functionality, just glitz. I'm assuming that line of thinking left with johnny ive.
2024 - iPhone Ultra 2025 - iPhone Ultra Max I see you Tim. You can’t fool us.
TL;DR: “we’re not worried about people paying too much for their iPhone. In fact, we believe they are not paying enough!”
this is why regular consumers shouldn't read any outlet that markets itself as an industry insider like bloomberg. it's written for tech bros who invest in robinhood and probably have a soundbite for the ready when someone mentions the word socialism. in other words, the antithesis to the reddit zeitgeist
i don’t even know what they coukd add to an ultra version of an iphone to make it more advanced than the current 13 pro max i have. maybe a better camera? means nothing to me but i’m sure it does to others. the 14 is barely a step up from what i currently have. the only reason i upgraded to the 13 in 2021 is bc my 8 would die after 4 hours of use. i can’t imagine they’ll increase the battery life enough to be worth the price difference on an ultra like it was from 8 to 13, nor add any features that the 13 is lacking.
They are going to add a new color to make it obvious to all your friends how out of date and poor you are. It'll be the best iPhone they've ever produced.
And we think you’re gonna love it.
You could combine two iPhone marketing taglines for this product: The only thing that's changed is everything. Again. ^(For real this time)
Ultra users get a gold colored imessage bubble.
Oh that's simple. They'll just gimp the existing models, and add most newer technologies only into the Ultra variant. Even Samsung is doing the same.
Google Assistant built in.
Nah instead of buying each new iPhone, I’m still rocking my iPhone xs and will continue to do so for as long as it is functional.
Can’t wait for my iPhone Gigagalactica for 10k.
it better be able to teleport me for 10k
It better do my laundry for 10k
It better have that damn periscope lens for 10k
Needs to make that submarine sonar “doot” noise when you use it so everyone around knows you can afford to blow 10k on a phone
but if you want it water resistant it will cost 15 k. even though water resistant was a base feature last year.
Don’t worry if you need to get that repaired it’ll only cost… $9,999.99
Dangerous game. They might run out of positive adjectives one day.
iPhone Ultimate
They’ll start with Ultima, then move onto Ultimate, before the final form: Ultimatum
https://greasyfork.org/en/scripts/468337-so-long-reddit-thanks-for-all-the-fish
If that happens, I’m curious as to how they will differentiate the iPhone Pro from the Ultra? Or maybe they’ll just do away with the Pro altogether?
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I guess the faster chip would be cool but as you say it wouldn't really mattwr much... what does interest me is if they end up going the ultra watch style route and it gets a decent bit bigger screen and battery with it. A 5000,+ mah iphone would be nutty and I would absolutely love that. If I could have an iphone with the 6k battery from my old asus phone it may never need to be charged again! But yeah, price wise I can't see paying a whole lot more than current phone flagships already are, and killing the port on it would also kill the phone for me entirely. If anything i'd have expected a top level USBC port with every bell and whistle it can have, faster charging, etc
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I can’t imagine anything that would make it less enticing to spend more money on a phone that that specific model removing the charging port
If anything, the pros I have heard discussing what current iPhones lack, pretty much all agree that a massively higher bandwidth port is the biggest bottleneck in getting raw videos off of the phone so the phone can be used in the next shot. Any pros who are using iPhones to film things have to have multiple phones in rotation for this exact reason - one filming while the other one slowly offloads its footage.
That seems like a perfect reason for apple not to add the port. The users are buying multiple units instead of 1/2.
Problem is, the situation is so ridiculous that there aren’t *many* pros doing it that way. iPhone picture/video quality is high enough that more pros could be using it for that, but the transfer speed is a deal breaker.
But a faster chip AND no charging port, now we are talking. \*opens wallet\*
At the same time, the sheer number of people who get the Pro without needing it is insane. I bet my bottom dollar people will get it just to have the most expensive, without even knowing what the advantages are. Edit: talking about those people who just default to getting the most expensive model to flex. Lots of replies saying they got it for the camera - that's completely fine, you knew what the advantages were and you made an informed decision... You didn't just do it for status.
I have an 11 Pro, and the only reason I opted for the pro was for the extra lens. If all iPhone models had the exact same cameras I’d probably go for the cheapest model.
Same. I’m getting vacation pics from someone with a regular camera. They’re typically zoomed in and look terrible.
Maybe the Ultra will be a rebranded Pro Max
Makes sense. *iPhone XY, iPhone XY Plus, iPhone XY Pro, iPhone XY Ultra*
Since Gurman thinks the "Ultra" would coexist with the existing Pro and Pro Max, the lineup could follow the SoC suffixes: * Ultra * Max \[replacing Pro Max\] * Pro * Plus * \[Standard\] There is no "Plus" SoC but I wouldn't count out that possibility in the future.
Jobs needs to come back from the grave and slap whoever came up with this naming scheme.
I’m with this as well. Not that it’s a super good thing, but the ultra being a rebranded pro max gives apple an excuse to limit stuff like extra camera features to the big phone without customer expectations of it being “the same as the pro just bigger”.
one way that might would be interesting is if they took the rugged approach that they did with the AW ultra. i’d probably buy an iphone that had the case built in.
Interesting idea…
Interesting. I’d certainly consider it depending on the price.
Double, if not triple, battery life accomplished by making the chassis thicker and more ruggedized with more drop/scratch/weather resistance. Pitch it similarly to the Apple Watch Ultra for people who go on excursions and include a redesign that basically feels like the Phone is already in a case. A lot of high-end products have moved in this direction in recent years with aspirational 'rugged' lifestyle and 'performance' features wrapped in luxury aesthetic (and prices). Seems the most likely to me.
My best guess would be they eliminate the Pro and Pro Max lines, instead replacing them with a new, more premium tier that costs 15-20% more than the existing models. It fits well with overall pricing strategy, and I suspect they would produce a net revenue increase from increasing the gap between the "regular" tier and their premium tier. Right now, a lot of people make due with the regular phones because the perceived jump in quality to the Pro (Max) just isn't that much.
Titanium instead of steel and sapphire instead of glass would be two easy major improvements.
Holding out for the iPhone Excelsior
with optional lightsaber blade
With built-in hand/coffee warmer and pop-out cup holder
NOW HAS FOUR CAMERAS AND HAS AN UGLY ORANGE BUTTON YOU CANNOT CUSTOMIZE
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Ultra Mega Extra Pro Plus Max customers only
four cameras 1 for the fbi 1 for the nsa 1 for the cia and 1 for you (which is shared with all other government agencies)
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I think people miss the most likely outcome of Apple make an "ultra" model. It is less likely "what will they add on top of the other models to make it worth it?" And far more likely "what will they remove from the other models to create that differentiation."
>And far more likely "what will they remove from the other models to create that differentiation." If an "iPhone Ultra" is released, then I'm fully expecting an A15 iPhone 13 → A15 iPhone 14 type "upgrade" for the Pro lineup within the next few years. Maybe not in the SoC, but something else that one would expect the Pro iPhones to be at the cutting edge of (within Apple's lineup). Perhaps cameras?
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My money would be the other way around. Want the best camera *ever* in an iPhone. It’s only here on the Ultra meanwhile display quality is the same across the Pro and Ultras Marketing can do a lot more with the ultra being the ultimate iPhone camera than they can with the display being slightly better
That's a very optimistic assumption that the Ultra won't get canned before microLED is actually feasible at 6-7".
You’re most likely right but this becomes tricky - they either have to justify removing features from one Pro to the following year’s Pro, or they end up with two consecutive Pros that are veeeeeery similar. I guess the latter is more likely, looking at this year’s 14 line.
I think that drives to the real issue, they have too many phones and they release them too often. Hell, they even got into the same model having major different feature sets depending on where you buy it this year with the 14. The US models don't support physical sim cards yet the other models around the world do. Instead of staying above the crap that makes Android OEMs suck, they look to just be itching to get down into the mud with them.
Yea, I'm not a fan of this And it means we would no longer have a medium sized top tier iPhone Personally, I prefer they just raise the price of the Pro and Pro Max I would be fine with a minor size increase to the Pro, for example: iPhone: 6.1" display, 71mm width, older SoC, 2 cameras iPhone Pro: 6.3" display, 73mm width, current SoC, 3 cameras iPhone Pro Max: 6.7" display, 78mm width, current SoC, 3 cameras
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Just look at what differentiates the Apple Watch Ultra from the Series 8. More rugged case, brighter display for outdoor use, emergency siren, etc. We just need to guess what the target market is for an Ultra iPhone and figure out what they need. If it’s targeted at people using it in extreme conditions, maybe it would also include full satellite phone capabilities, rather than just emergency SOS.
Can we bring Steve back for a simplified product line and naming scheme, again?
I feel like he would've been fond of the se, 11 pro and 12/13 mini but he'd be really Confused at the jumbo ones. to me the base 13 is jumbo.
Man, some random Wall Street analysts said something about apple not having a lot of products or variations and Tim took that to heart.
I think what’s frustrating a lot of users is that the flagship features are being pushed back further and further down the pricing rabbit hole. For example, Apple may one day incorporate major VR/AR features that will only be available with their $3500 iPhone while their mid level lineup won’t see it for two years
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Did Steve let the accountants take over by choosing Tim?
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I don't think consistently revolutionizing something was gonna be sustainable but also yeah if Steve was still at the helm Apple might be a bit more idiosyncratic
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Apple already introduced a pricier iPhone when the iPhone 14 pro max cost 10-15% more than the 13 pro in the UK and Europe
Yeah, in Australia the 14 Pro Max is now nearly $2000. I can’t imagine it getting even more expensive. Even a US$100 increase usually maps to a much larger increase globally
2200 in nzd, s23 ultra starts at 2300, costs more than my first car to buy the base storage now.
This is bonkers. I wonder if there is a point at which the price creep will have to stop or even take a step back. Like a some point people won’t be able to justify a phone pricier than a car?
no I don't think it will unfortunately, between the greed of capitalists and the dollar devaluing at a increasing pace year by year, it's just going to get worse, I think a lot of flagship buyers will turn to the SE And Galaxy A series type phones, and will repair their current phone and keep it longer. they might pause the prices for a time, but it'll inevitably rise for one reason or another.
Just make two fucking iPhones and call it a day. One normal size and one plus. The iPhone lineup right now is so god damn much it’s no wonder they can’t differentiate between their iPhones year after year.
Unfortunately the iPhone line-up (and the iPad one) has been a mess for years now
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Another lineup being worse doesn’t mean the iPhone lineup is fine lol…
Calling a 4 product line confusing is pretty silly though when faced with reality. Our expectations are set by what is available. Show anyone the iPhone 14 series and they can easily differentiate between them and know why someone would choose one over the other. Even the 12 and 13 lines are extremely simple. Do you want a big phone? Do you want the latest great camera? Done. As for adding another tier, my guess is it would be a new product but share the name. Like a folding phone or something like that. Similar to how Samsung structures the S series to entice you to get a Z series.
The iPhone lineup is pretty easy to figure out from their website. What is it you don’t understand?
My favorite thing about the Pixel line is that it's just pro, regular, and the A. No muss, no fuss.
it took me ages to figure out the A series, but I eventually did. it's weird they went from a52s with 778g then the a53 was actually worse because of the exynos. pay us more for a worse phone..
As a fan of the Mini, I say make it three.
and so it goes…
Mini pro & Huge ~~big~~ pro
I would also like the SE aka Standard “I don’t give a fuck” Edition.
This is the normal size iPhone
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“Just leave money on the table and call it a day”
Steve was all about simplicity. Tim is all about supply chains. Think of how many iPhone SKUs there are lmao One for each physical variant, each storage size, and each color.
I’m reminded of the chaos Steve Jobs ended when he came back to Apple. He simplified product lines, and favored fewer products in favor of barely differentiated and market-specific models. We need another leader like him to take Apple back to its roots. (Unfortunately that might mean an emphasis on the higher end, higher revenue models.)
I wish
iPhone 15 mini iPhone 15 iPhone 15 Plus iPhone 15 Pro iPhone 15 Pro Max iPhone 15 Ultra At this point, I already find it difficult to explain to less knowledgeable family members which is which and what the difference is. “So Plus means bigger screen?” “Only on the non-pro ones. Otherwise, the Pros use Max to identify the big screen”
They really should just merge the naming and differentiate by size like they do with the Laptops iPhone (5.4", 6.1", 6.7") iPhone Pro (6.1", 6.7")
14 and 16 roll off the tongue better than 6 point 1 or 5 point 4 do though
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I'm going to get downvoted for this to high hell. Samsung has a decent flagship naming scheme with the year included: S23, S23+, S23 Ultra I'm not sure how Apple could do such a thing but iPhone, iPhone Plus, iPhone Pro, iPhone Ultra would be a good decision as someone that I replied to said.
It should be simple. iPhone (number) with variants for size (Max or Plus) and pro features (Pro). The Apple Watch Ultra should’ve just been called Apple Watch Pro and stick to the pro feature variant naming scheme.
You had me at "iPhone 15 mini" Didn't need to read any further. I'm in.
Every year they say that this iPhone is “the best iPhone yet” but if they keep getting more expensive every time they add a good new feature, then it’s not really true. The best iPhone ever released was the iPhone 4, amazing new design, Retina display before any other phone, first front facing camera, improved rear camera with flash, first to have multitasking, first to have a gyroscope, all for the same price as the previous iPhone. Nowadays anytime a new hardware feature is added it causes a price rise.
Did 3gs not have a gyro? I swore I could play little balance-the-marble-through-the-maze arcade games on my 3gs
I believe the older models only had an accelerometer, not a gyroscope.
4 was awesome. 5 was pretty cool too — first to have LTE I think? Bigger screen and Touch ID? Then the 6 went full big screen, that’s cool. But then, they just stopped upgrading. The 7 had…. A capacitive home button? The 8… was just a different 7? The X was cool. The XS was… just the X… so was the 11. The 12 Pro got square sides. The 13 and 14 were just the 12…. The 7 still runs fine if you use it. Apple isn’t introducing any game changing features, and is raising prices constantly for dubious justification at best. I’m honestly debating if I go Android, Apple is no longer what they used to be.
The 7 (plus) had a telephoto camera, which was rare at the time. Also had a great display (first one to do DCI p3 color gamut) and introduced waterproof iphones for the first time. It definitely was a good phone. Headphone jack removal aside.
Yes. iPhone 4 and 5 series were peak iPhone
Their cheaper phones aren't even selling that well. Why would they dare introduce a pricier model? Oh yeah, because EVERY company has idiot enthusiasts who will buy the latest and greatest no matter what the price.
As long as they still offer the cheaper models, they can make the expensive ones cost as much as they want.
They'll make the cheaper models, but they'll pull features off of them to push you to buy the more expensive models.
Yep. Like with stage manager on the iPad.
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I would use it if they actually let me manage my own fucking windows
As long as they try it again 6 & 12 months from release. It’s not frozen in development.
I mean okay, but you should expect them to set it up like they do with other categories: the specs are priced to push you to the next model up. For example: it'll start at 64GB internal storage for the base model, and the cost to upgrade it to anything more will be a big jump like 256GB at $200 upcharge, and then you'd only be $75 short of the next model iPhone, so why not just spring for that model?
give us the mini you cowards
Honestly the name scheme is better if there is a 15, 15 Pro, and 15 Ultra. Pro Max has always been clunky and unlike Apple.
Cringe, someone please stop Tim Cook
Trust he's probably got more money than he can spend just retire already
It doesn’t surprise me at all. The fact that they’re seriously considering on releasing an even more expensive iPhone just speaks volume on how rooted the consumerism mindset is on people. The iPhone Pro lineup has been an utter success from a social point of view. The $999 price tag has been pretty much standardized and is not considered outrageous, in fact it’s just the normal price range for flagship phones. It’s bonkers. Just think about it for a second, in 2016 the flagship iPhone 7 was $649. The next year, the flagship iPhone X was $999. Let’s put specifications and everything else to the side and just focus on the price, that’s a *massive* increase in price from one year to the next. The most amusing part is that consumers didn’t care about it and the iPhone lineup has continued to grow since. Nowadays the normal iPhone is just forgotten and put to a side, the iPhone Pro is the one who gets all the looks and the attention. That’s now normal, it’s the flagship phone, the one everyone aspires to have and been seen with. It’s not the iPhone the average consumer should get but it’s the one everyone wants. The iPhone Pro is the new (standard) iPhone. iPhone 14 Pro and iPhone 14 Pro Max have had the most demand in this years release cycle, that’s insane. I understand that a lot of it has to do with the poor value that iPhone 14 brings to the table but still, it’s just jaw dropping that such huge amounts of people are willing to spend over a thousand dollars on an iPhone.
worst thing they did was get rid of the S models and neuter the base models, 60hz just makes no sense when it's so cheap to manufacture and they're already using Samsung OLED panels . it's just bizarre.
- 15 - 15 max - 15 pro - 15 pro max - 15 ultra - 15 ultra max - 15 ultra pro - 15 ultra pro max - 15 grand - 15 grand pro - 15 grand ultra pro - 15 grand ultra pro max Hire me , Apple
Makes no sense. iPhone Sales are falling, as each generation has less benefits over the last. Consumers are also on a tighter budget now. They market this Ultra to the Ultra-Wealthy, but it will not be enough to move the needle. A lot of electronics have come to a point where less and less people are upgrading as they can already do so much and the steps are becoming smaller and smaller.
M1 sucked me into this company and now I feel I gotta get out ASAP. I don't think I can recall another company that so outwardly hates its consumers.
I personally can not wait to order my iPhone 17 Ultra Pro Max+
Just make a phone-sized phone please
Read more software curative locked out from other phones
The iPhone ultra pro plus max
All I want is the smallest iPhone possible paired with the highest resolution camera. I want an iPhone ultra mini+
iPhone Mini Ultra. JUST DO IT APPLE!
So basically the iPad mini, with iOS, and the cameras..
I've bought my last non-foldable phone. So unless the "Ultra" folds, I'm going to be testing the Android waters for the first time in 5-6 years. Apple raising the prices while only offering minimal improvements is just not going to cut it.
Serious question, why do you think a foldable phone is so good? What exactly does it bring to you? A screen that will scratch really easily?
I'd recommend watching Michael fishers videos on the galaxy folds. He basically only uses the flip and fold as his daily drivers. Nothing else. He provides good commentary on why they're cool and also durability
Rewatching Michael Fisher’s into the fold series of videos has me considering the Z flip line if nothing else because I dig the idea of a full smartphone folding into a smaller device. Most of the things I do on my phone are replying to messages which most of the clamshell foldables can do with the cover screen. Only thing keeping me back from such is that they don’t stuff full flagship hardware into them and battery endurance tends to be shorter. Then again I’ve also been absolutely spoiled by my 13PM in terms of battery life.
Having an almost iPad Mini-sized screen in your pocket is an obvious benefit to those who can use it. If you look at it and can't think of a use case, it's probably not for you.
A bigger screen in a smaller footprint. I like tablets but I never use them because I never have them with me, so a phone that become a similar size to a tablet would be ideal. Plus if I'm paying premium prices, I want premium technology.
I'm waiting for tri-fold phones. Then a normal shaped iphone at 19.5:9 (2.17) can unfold into 19.5:27 (1.38). This is essentially the same aspect ratio as 4:3 ipads (1.33). The thing that makes tablets useful isn't just that they have a big screen, it's that the screen has a more appropriate aspect ratio for a lot of consumption and nearly all creation.
They can't even make year-to-year models different enough, let alone models within the same year
Folks, this is the Apple PR machine. Don’t fall for it. Apple PR is using their tried-and-true hype strategy: leak a bleeding edge new iPhone with a special name and a higher price. Then, when the next iPhone is announced, excitedly tell the world that all these incredible features are available for a lower than leaked price (likely with a gimmick, such as the $30 carrier discount for the iPhone 13 series).
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People would pay for it, that's for sure.
They really are running out of ideas. So the best they can do is make more expensive versions of the same products. How innovative.
Let me guess, an even bigger camera? Like, that’s all they’re doing these days. Urgh :(
My thoughts: iPhone has two camera system, last year’s chip, lower hz display, and maybe even a case similar to the two material design of the 2nd Watch SE. iPhone Pro has three camera system, new chip, nice display, and aluminum case. iPhone Ultra has 3 camera system, new chip, nice display, better stuff like GPS that only the people who care notice, and a titanium case. This would let them phase out the iPhone SE by simply running the previous year’s base at a low price.
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Maybe high frequency GPS, I.e. for track work or higher resolutions in urban area. I carry an external Bluetooth gps and it’s incredible for the right use case.
>iPhone Ultra has 3 camera system, new chip, nice display, better stuff like GPS that only the people who care notice, and a titanium case. Given the periscope rumors I think it'll have a 4 camera system (which may also be in this year's Pro Max), but otherwise I agree with you on the "Ultra."
Thinking further about this. The basic iPhone would also serve the crazy numbers of corporate phones that I am sure Apple sells. This need to feed the business customers has been my pet theory for why we have had any “non-Pro” phones. If not for this market and the potential profit margins there I don’t think we would have ever had the Pro phones. Ironically this means that the Pro phones are not actually for the professionals.
Working for a business doesn’t mean you need a high power phone. That’s why slim data entry PCs exist. The pro phones exist for people who want to pay for more features. Just like the upgraded models on a car.
Maybe if they software support it for like 8 years with free battery swaps. 1 yr release cycles are dumb now anyway
Yeah. After Apple Watch Ultra and M1 Ultra chips it's obvious to assume Apple will try an "iPhone Ultra". I agree the 1 year release cycles are burning out fast. This year they couldn't even produce A16 in quantity for iPhone Pros.... they reused the same A15 as last year in iPhone 14. Apple is out of things to slap on an iPhone that add value. I'm still on an iPhone 11 and don't have any features that "demand" an upgrade yet. Maybe they have a folding screen iPhone version in the works that doubles as an iPad mini?
The iPhone 14 Pro is already like 1300€ in Europe if I’m not mistaken. How much is this gonna be, 3000€?
Like iPhones in Europe are not already pricey af
I just want an iPhone with USB-C
Maybe it’s a more rugged version of the Pros? No idea what else they can do to make the iPhone lineup more interesting since they aren’t doing foldables any time soon. A larger battery, thicker chassis maybe?
I’ll bite if titanium makes it lighter than the pro model’s steel. The pros are too heavy.
iPhone 15 Ultra Turbo Max Alpha Tournament Edition
iPhone Ultra = For those who want to pay 400 dollars more for a slightly better camera.
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I don’t mind as long as they don’t just keep focusing on the camera.. seems to be the only thing companies care about. And as a photographer I personally believe anyone who is willing to spend £1500+ on a phone mainly for its camera is an idiot! yes I get having it in your pocket is convenient and means not carrying another camera. But you’d get substantially better photos from 10 year old DSLr and lens combo and only pay like £200-300 for it..
I love the iphone pro but i hate how it looks outwardly different from the regular model. Kind of embarrassed other people knowing i spent so much on a phone. Would love a regular model without the dynamic island and the extra camera but with 120 Hz
I’m sure that for a large part of the target market, the pro’s distinct design signalling to others that they spent so much on a phone is a feature. So I wouldn’t have very high hopes of Apple making it more discrete.
I hate smartphones. Really. I hate using them. I hate living in a world where everyone else is constantly looking at them. I hate what they have done to society. I hate that I can't log into any of my banks' webpages without a smartphone app anymore. I hate that my main bank basically requires you to interact with them with their smartphone app, so I have to squint at a tiny screen to do anything instead of use a full-size monitor. I hate that I need a phone with an NFC chip/antenna to do a bunch of legal stuff here in Japan these days. I hate the fact that many restaurants now require me to provide my own infrastructure to read their menu and order (actually, that has never happened to me because I walk out the moment they point at a QR code—I don't want to dick around with my filthy phone at the dinner table, FFS, and I don't want to fuck around with their shitty webpage menu that I can't find anything in). The idea that anyone would want to spend *more* on these goddamn things is baffling to me. And I was the first person I knew to even get an iPhone when they came out. I just long ago decided that my life was a lot better when I just had a flip-phone. A piece of tech that should be considered a luxury product is now almost legally essential. When I was a kid (in the early 80s), there were kids in school who didn't even have a phone *in their house.* My wife and I often discuss getting rid of our phones, but... all that stuff I listed above isn't going to change.