Apple's Next Move: Are iPhone Ultra and Foldable Devices on the Horizon?

John Lopez, Tech Times 12 February 2023, 11:02 am

Apple rumors come and go, but this one has the potential to create quite a stir in the tech industry. Earlier this month, at the company's latest earnings call, Apple CEO Tim Cook hinted at consumers' willingness to spend top dollar for the best iPhone available.

This claim is mainly valid as more people use iPhones to make payments, control smart-home appliances, manage their health, and store banking data. This might indicate a variety of things in the future, including the prospect of even more upscale iPhones.

Ready for an iPhone Ultra?

Bloomberg has picked up that one potential outcome of this strategy shift is a further differentiation between the current iPhone Pro and Pro Max models, with the possible addition of a new top-end brand, dubbed the "iPhone Ultra."

Tech Times reported earlier this February that the Apple iPhone Ultra will likely be released next year or in 2024, in time for the iPhone 16 series launch.

The new high-end model is expected to be released with the iPhone 16 Pro and iPhone 16 Pro Max. As a result, the "Pro Max" may no longer be the top-of-the-line option in the not-too-distant future.

This new top-of-the-line model could be different from the current Pro models because it could have better cameras, a faster chip, a bigger screen, and features for the future.

This claim is backed by a CNET report, which mentions that the company has previously adopted the "Ultra" moniker to distinguish between the top-tier M1 processor and the upper-edge wearable, the Apple Watch Ultra. The report also wondered how this "Ultra" model would differ from the existing iPhone Pro and Pro Max variants.

While Cook did not disclose plans for a more premium iPhone, he did note that the company had explored adding a higher-end model to the top of its smartphone lineup internally. The iPhone 15, which is expected later this year, will further differentiate the product's tiers with various materials, processors, and cameras.

Are Foldable iPhones Next for Apple?

In addition to the speculation about 'Ultra' iPhones, there has also been discussion about the possibility of a foldable iPhone. Apple is said to be exploring this possibility but is currently focusing on larger foldable devices. If a foldable iPhone does come to fruition, it is expected to be priced higher than current models.

People have been talking about foldable iPhones as early as 2015 when the Cupertino-based company first filed patents for "flexible electronic devices."

Apple Design Department Shift

In other news, Apple has recently made changes to its design department, including getting rid of the position of chief of industrial design.

Senior industrial designers will now report directly to the Chief Operating Officer, Jeff Williams. This change comes after a brain drain suffered by Apple's design team in recent years and a need for long-term succession planning in the department.

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