Samsung was the first smartphone manufacturer to launch smartphones globally under the Ultra brand. It’s called the Galaxy S20 Ultra and it offers the best possible hardware paired with Samsung’s best possible camera in 2020. Then Samsung launched the Galaxy Note 20 Ultra 5G and then consolidated its Note line. with the S series with the launch of the Galaxy S22 Ultra a few years later. Xiaomi also joins the ‘Ultra’ group with the launch of the Mi 11 Ultra in 2021 and its recently announced successor, the Xiaomi 12S Ultra. A reliable source now suggests that Apple is also gearing up to launch an ‘Ultra’ device of its own, one that not only has more features than the ‘Pro’ models but also has a higher price tag.
According to Mark Gurman from BloombergApple is said to have internally discussed the launch of a new product Iphone model in 2024. This new model will be a higher-end iPhone than the existing ‘Pro’-branded devices and will also cost more than the existing iPhone 14 Pro Max model. Gurman said that in an earlier earnings call, Apple CEO Tim Cook is confident that their customers will spend more money to get more features because the iPhone “has become an integral part of people’s lives,” allowing users to pay, control IoT-enabled devices and monitor their health.
Gurman bets Apple will add more camera improvements, rather than the expected improvements to the upcoming iPhone 15 Pro models this year. Other expectations for this upcoming ‘Ultra’ iPhone include a faster processor and possibly an even larger display. It could also be an iPhone without a docking port, ditching the charging port for wireless charging only.
In his recent research note, TF Securities analyst Ming-Chi-Kuo, also mentioned Camera improvements are likely to appear on the iPhone 15 series in 2023. In his tweets, he also showed how Apple could apply a periscope lens to the iPhone 16 Pro Max branded device. or Ultra coming soon. In theory, adding a periscope lens should result in improved optical zoom and also help further distinguish its Pro from the Pro Max devices, starting with the iPhone 15 series itself.
With Samsung already offering two unique products like the Galaxy S Ultra model (capable of using the S-Pen) and the Galaxy Z Fold and Z Flip devices in its premium segment, it will be really exciting. It’s interesting to see where and how Apple further diversify its premium iPhones that are currently stuck with one form factor. With the upcoming iPhone 14 series, Apple sells a base iPhone 14″ the next is a bit more expensive iPhone 14 Plus with bigger battery and screen. Above is the top floor Phone 14 Pro and iPhone 14 Pro Max models with better cameras and new screens were introduced with Dynamic Island cutouts.
