As global economies struggle and customers rein in spending, the company could be readying an iPhone that’s even more expensive than its $1,479 iPhone Pro Max. Mark Gurman at Bloomberg reports that the company may launch an iPhone Ultra model, which is more expensive than the Pro line. This would come on the heels of Samsung’s recent announcement of its Galaxy S23 Ultra, which starts at €1,419 and comes with a 200-megapixel primary camera.
In a rare lackluster earnings announcement, Tim Cook answered questions about the rise in the average selling price of iPhones. The talk of a high-end iPhone follows Apple’s announcement of an 8% year-over-year decline in iPhone revenue to $65.78 billion.
Mr Cook argued that the importance of the iPhone in everyday life potentially justifies a higher price, as people use it for payments, to control connected home devices, to monitor their health or to check bank details. .
“The iPhone has become an integral part of people’s lives”
“I think people are willing to push to get what they can afford in this category,” Cook said.
“The iPhone has become an integral part of people’s lives,” he told investors. He thinks consumers will be willing to pay even more for a better device.
Samsung has upgraded the camera of its Galaxy S23 Ultra from 109 to 200 megapixels. Apple could for example follow its main rival in this field.
The iPhone 15 series will not be unveiled until September, but the areas where Apple could improve its characteristics are clearly the processor, the camera and the screen. Apple is also preparing to comply with the EU rule regarding USB-C as a charging port.
The other question is whether a foldable device is coming. Apple is reportedly working on it for release in 2024 or 2025. But it could be a hybrid MacBook or iPad instead, unlike the Galaxy Fold and Flip, which can cost upwards of $2,000 depending on configuration. But Samsung’s Ultra model is already proof that a higher price for more capability can be a turnaround for a manufacturer.
Analyst IDC reported that fourth quarter 2022 smartphone shipments saw the steepest drop ever. Shipments across the industry fell 18.3% year-on-year to 300 million units.
Source: “ZDNet.com”