Poll: Tim Cook thinks you’d pay more for an iPhone Ultra, but is he right?

Is Tim Cook’s Prediction of a Higher Price for an iPhone Ultra Justified?

A report from the weekend Bloomberg hinted that Apple is considering adding a new high-end option to the iPhone lineup. This device, possibly dubbed the “Ultra,” would be more expensive than the “Pro Max,” but the question is how much more

Apple considering iPhone Ultra for 2024

During Apple’s Q1 2023 conference call with investors last week, Apple CEO Tim Cook acknowledged that consumers are willing to pay more to get the best iPhone available. For the iPhone 14 lineup in particular, this has resulted in higher-than-expected sales of the iPhone 14 Pro Max and lower-than-expected sales of the iPhone 14 Plus.

Speaking to analysts last week, Cook said:

Wamsi Mohan, Bank of America: Tim, do you think this move to higher ASPs that has taken place over the last few years is sustainable or could it persist in this very challenging macro environment that you cited?

Tim cook: I don’t want to predict, but I would say that the smartphone – iPhone for us – has become such an integral part of people’s lives. It contains their contacts and their health information and their banking information and their smart home and so many different parts of their lives. It is the means of payment for many people. And that’s why I think people are willing to really stretch to get the best they can afford in this category

With this attitude Bloomberg’s Mark Gurman reported Sunday that Apple had been discussing internally adding an even more expensive option to the iPhone lineup. This could happen as early as next year with the iPhone 16 range, where an “iPhone 16 Ultra” could coexist alongside an iPhone 16 Pro Max.

The iPhone 14 Pro Max currently starts at $1,099, so an “Ultra” model would be even more expensive. What an iPhone Ultra could offer compared to the “Pro Max” remains to be seen, but things like better cameras and even more innovative chip designs seem like strong possibilities.

What do you think: How much would you be willing to pay for an “Ultra” version of the iPhone? For this survey, assume that some of the upgrades include better cameras, faster performance, and different design materials.