Emma Roth, writing at The Verge:
Apple’s exploring the possibility of launching a more expensive iPhone “Ultra” above the iPhone Pro and Pro Max models, according to Apple tracker Mark Gurman. The high-end device could arrive as soon as 2024 with the iPhone 16 lineup.
Last September, Gurman predicted that an “Ultra” model could replace the Pro Max branding with this year’s iPhone 15, but his latest theory suggests that Apple wants to establish a more powerful — and more expensive — tier of iPhones. That means the device could have an even higher price tag than the iPhone 14 Pro Max, which starts at $1,099.
I’m still hoping the “Pro Max” branding will fade away.