Apple copying Samsung’s Ultra strategy for the iPhone 15 [Report]

Since the release of Galaxy S20 in the year 2020, Samsung is introducing an “Ultra” model as the top smartphone in the S line. It seems like Samsung’s big competitor, Apple is also looking to follow the Ultra strategy for its upcoming iPhone 15 series.

Apple announced four devices in its current iPhone 14 lineup, which includes the standard, Plus, Pro, and Pro Max variants. Meanwhile, Bloomberg has recently reported that the US tech is discussing adding another model to the series.

As per the information, this will be a higher-end smartphone to the iPhone 15 series that would sit atop the iPhone Pro and iPhone Pro Max models and could launch with the ‘Ultra’ branding, similar to Samsung’s Galaxy S2x Ultra.

Apple CEO Tim Cook remarked during the company’s recent earnings call that iPhone price hikes are not a problem. He said that iPhone customers can probably be convinced to spend even more, which hints that the company might introduce a more expensive device compared to the iPhone 14 Pro Max, which costs $1,600 for the 1TB storage variant.

CEO Tim Cook at the last earnings call said – “I think people are willing to really stretch to get the best they can afford in that category“.

Well, the CEO didn’t clearly say that the company would further increase iPhone prices. However, customers can expect a slight increase as Apple has been steadily upgrading the Pro and Pro Max lines to differentiate them from the standard iPhone lineup and will do the same with the iPhone 15 series.

The report further suggests that the iPhone 15 models arriving later this year will also see this difference in tiers with different materials, processors, and cameras. For example, the iPhone 15 Pro Max is expected to get a periscope lens for better optical zoom. It will be interesting to see how the release of these phones affects the Galaxy S23 phones.