• Apple is releasing a high-end iPhone “Ultra” model above its Pro and Pro Max versions in 2024.
• Apple is expected to release a new “Apple Watch Ultra.”
• Tim Cook did not rule out a future price rise on iPhones during the company’s earnings call last week.

Apple is considering releasing a high-end iPhone “Ultra” model above its Pro and Pro Max versions, which might appear alongside the iPhone 16 lineup in 2024.

According to Apple analyst Mark Gurman, the tech giant’s plan to differentiate the Pro and Pro Max has sparked rumours about the development of a high-end brand called Ultra.

Apple CEO Tim Cook did not rule out a future price rise on iPhones during the company’s earnings call last week.

Instead, he proposed that people be prepared to pay more for a higher-quality product.

“The iPhone has become so integral into people’s lives,” said Cook.

“I think people are willing to really stretch to get the best they can afford in that category,” he adds.

Furthermore, Gurman added that the top-of-the-line model will most likely contain additional camera enhancements, a quicker CPU, and maybe an even larger display.

He also mentioned that there could be additional futuristic features, like the removal of the charging connector.

Meanwhile, Apple is expected to release a new “Apple Watch Ultra” with a 2.1-inch touchscreen next year.

The new wearable is likely to be the first Apple Watch with a case larger than 50 mm.

The new Ultra is also expected to have microLED display technology, which will provide more brightness, lower power consumption, and a better contrast ratio than existing models with OLED screens.

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