Skip to main content

Apple hints at cunning plan to make you spend even more on an iPhone

Apple hinted at plans to debut a more expensive line of phones soon, according to a report from Bloomberg’s Mark Gurman, just in case the current range isn’t quite as expensive as you’d like. If accurate, a new type of iPhone will start rolling out this year as the company reorganizes its smartphone lineup after the commercial failures of the iPhone 12 mini and 13 mini models, as well as that of the iPhone 14 Plus.

The report comes from a statement by Apple CEO Tim Cook during an investment earnings call last week. Cook noted that Apple’s customers were more likely to pay more for higher-specification iPhones than ever before, saying: “I think people are willing to really stretch to get the best they can afford in that category.” Gurman connects this to earlier reports of a so-called iPhone 15 Ultra that’s rumored to supplement the iPhone lineup in the future.

The iPhone 14 Pro Max standing against a tree outside.
Joe Maring/Digital Trends

While Samsung may seem to have a monopoly on the Ultra name when it comes to phones, don’t forget Apple offers the Apple Watch Ultra. Expanding the name to the iPhone range isn’t that much of a stretch, and following Apple’s adoption of flagship phone features like high-resolution cameras, high refresh rate displays, and an always-on display, pushing the specification even higher with an Ultra-style phone makes sense too.

Recommended Videos

Though Apple’s Pro Max line of iPhones has always competed with the likes of the Galaxy 21 Ultra and Galaxy S22 Ultra, many other brands push the tech envelope with Ultra- or Pro Plus-branded models, including Vivo, Xiaomi, Redmi, and  Realme.

These all join multiple inexpensive phones priced to appeal to as many customers as possible, but Cook notes that Apple’s customers are often prepared to pay more for the most expensive iPhones. This has already been made clear as the largest, most expensive iPhones have dominated sales, and it’s something that’s also backed up by Samsung too. The company told Digital Trends in a recent interview that the Galaxy S22 Ultra made up 40% of global S22 series sales.

It may not be long until we see how this pans out. If the new Ultra iPhone really is coming, it’ll likely arrive with the iPhone 15 later this year.

Michael Allison
Former Digital Trends Contributor
A UK-based tech journalist for Digital Trends, helping keep track and make sense of the fast-paced world of tech with a…
Even the iOS 19 leakers can’t agree on what the next iPhone update will look like
iOS 19 render from FPT YouTube chnanel.

Front Page Tech, the YouTube channel behind some of the most widely discussed iOS 19 leaks, has posted a new video showing off even more renders of the upcoming OS redesign. The last renders they posted a couple of weeks ago prompted Bloomberg's Mark Gurman to take to X and cast doubt on their accuracy -- a post that he has now reposted in response to the newest video.

https://twitter.com/markgurman/status/1904676788669690087

Read more
Forget the iPhone 17 Pro design, the 20th anniversary iPhone could be the boldest yet
Leaked render of iPhone 17 Pro Max rear panel.

There are always plenty of rumours surrounding the next iPhone, with some even appearing over a year before the model in question is due to be announced. For this year it is the iPhone 17 series that is expected to be announced in September, with several reports claiming there will be a design change for the Pro models coming, as well as the arrival if a super slim iPhone. 

But the latest report we are talking about here isn't about this year's iPhone, or even next year's. It's for the 20th anniversary iPhone model, that is set to arrive in 2027, alongside a potential folding iPhone. According to Mark Gurman's latest Power On newsletter, picked up by Macrumors, the iPhone Pro that launches alongside the folding iPhone will feature a "bold" design that makes more extensive use of glass.

Read more
Don’t hold your hopes for a fancy design refresh on the iPhone 17 Pro
The Apple iPhone 16 Pro Max's screen.

For nearly half a decade, Apple has sold smartphones that fundamentally serve the same design language originating on the iPhone 11. Later this year, the iPhone 17 series will hit the shelves. If you’ve been expecting an aesthetic makeover, there’s some bad news for you, unless you’re ready to spend big bucks on one of the Pro models. 

According to Bloomberg, the iPhone 17 Pro “will look meaningfully different,” compared to its iPhone 16 series counterpart. Alongside the rumored super-sleek iPhone 17 Air trim, these two are reportedly the biggest design refreshes in recent years on Apple smartphones. The approach, however, would still be quite modest. 

Read more