Justin Duino / Review Geek
If you thought you were paying a lot for your current iPhone Pro Max, don’t worry, Apple CEO Tim Cook thinks you can be cajoled into an even more expensive model, according to Bloomberg’s Mark Gurman’s latest newsletter.
Gurman reports that in an investor meeting, Cook made an offhand remark in response to an investor question about the rising price of iPhones. “I think that people are willing to really stretch to get the best they can afford in that category,” Cook reportedly said while emphasizing how reliant people are on their smartphones and that, given the right features, users would pay even more for an Apple device.
According to Gurman, the company has had internal discussions about an iPhone model that surpasses the now top-of-the-line Pro Max tier of the smartphone, speculating that the company could name the new iPhone the “Ultra.” Gurman points out that the name wouldn’t be too much of a stretch, given that the “Apple Watch Ultra” came out with the same branding last year. And that such an iPhone Ultra could hit Apple Store shelves as early as 2024.
While Gurman…
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