Apple Signs Ultra Model of High-End iPhones

Apple’s plans to make a clear distinction between Pro Max and Pro Max have prompted speculation that Ultra will be the new brand. Apple already uses this name for its high-end, sporty smartwatch as well as the M1 processor’s top version.

Apple could make the Pro Max “the Ultra” instead of renaming it. The company has been discussing this internally, possibly in time for the 2024 iPhone launch.

Apple could also add an iPhone with a higher-end model to its lineup, above and beyond the Pro models

This could increase prices but it would be a good reason for consumers to upgrade. It’s not clear how the top-of-the line model will differ, but it will likely offer more camera improvements, a faster processor, and possibly a larger display. Future-forward features may include the possibility of dropping the charging port.

Samsung Electronics Co. already embraces this approach with its Ultra phone, which offers more cameras, a larger battery, stylus support and a new design.

Samsung also offers two foldable phones. These have become increasingly the focus of its smartphone strategy. Although Apple has considered a foldable iPhone, I don’t see it launching anytime soon. The company’s focus is on larger, foldable devices that are about the same size as a laptop.

The price of a foldable iPhone would be significantly higher than the current model. This device would require more advanced technology in batteries, displays, and chips. The Z Fold4 is Samsung’s most expensive foldable, and it costs $2,160.

Although it may take some time before Apple customers can actually buy an “iPhone Fold,” Cook’s comments suggest that many will be happy to spend the money.

The Bench

Apple has resigned as the chief of industrial design after failing to find a permanent replacement for JonyIve. Evans Hankey was Apple’s head for industrial design when Jony Ive resigned in 2019. She lasted only three years, leaving Apple scrambling for a replacement. It’s been difficult, as I reported in November.

Apple decided it won’t replace her. The company’s 20-strong team of industrial designers will now report to Jeff Williams, Chief Operating Officer.

I was not surprised to see Apple abandoning its design team over the past few years. About 15 of the Ive-era designers have gone. It is still shocking to see the lack of long-term succession planning which led to this. Apple’s most important department idesigns It is a problem if there is no one to fill the shoes.

Each other Apple major department, from operations to hardware engineering to services to operations, has at least one or two executives that could replace the leader of that group. It is possible that a similar person could emerge in the design group but it does not appear that such a person is currently employed at Apple.

Samsung releases minimal smartphone updates during an Apple iPhone year. The latest slate of non-foldable models — S23, S23+, and S23 Ultra — are very modest year-over year upgrades. These enhancements include minor battery bumps and tweaks to the front-facing camera (some think the Ultra is an upgrade in that area), as well as a jump of 108 megapixels up to 200 megapixels for the Ultra’s rear camera. All three models get slight changes in their curvature.

These upgrades aren’t as exciting as jumping from an iPhone 12 to an iPhone 13. This is a pretty boring upgrade. Samsung may be more focused on its foldable range at the moment, but it missed an opportunity to generate more buzz at a time smartphone sales are already slowing.

Samsung may also not like the timing. Apple has now resolved its supply-chain issues and is able to fill orders for the iPhone 14 Pro. The iPhone 15 launch is not far off. The iPhone 15 lineup will be different from the S23 models. It will feature a titanium frame for the Pro models and Dynamic Island for the lower-end variants.

The Schedule

March 10, Apple’s annual shareholder meeting. Cook and his lieutenants (General Counsel Kate Adams) will be on the virtual stage to answer questions from shareholders and provide updates. These conferences rarely have major news, but shareholders will be able to vote on Apple’s board and executive pay.