Apple’s CEO Tim Cook hinted at the possibility of a new high-end iPhone during an earnings call, stating that consumers are willing to pay for the best device they can afford. The iPhone’s average sales price has been increasing and Cook believes that consumers would be willing to spend more for the latest features. The upcoming iPhone 15 is expected to differentiate the product’s tiers with a range of materials, processors, and cameras, including a periscope lens in the Pro Max model. This has led to speculation that Apple may opt for a new top-end brand called the Ultra.

Internally, the company has discussed the possibility of adding an even higher-end iPhone above both Pro models. This new model would likely have further camera improvements, a faster chip, and perhaps an even larger display. It is also rumoured that this iPhone may have future-forward features such as dropping the charging port or launch a folding iPhone.

Samsung has already embraced a similar approach with its own Ultra phone, which offers additional cameras, a larger battery, a larger screen, stylus support, and additional memory. However, Apple has no plans to launch a foldable iPhone in the near future, as it is focused on larger foldable devices.

Apple has decided not to replace its outgoing industrial design chief, and its team of about 20 senior industrial designers will report to the Chief Operating Officer, Jeff Williams. This lack of a long-term replacement for the design department is a cause for concern, as it is one of the most critical departments at Apple, particularly if the company is planning to launch a brand-new iPhone Fold Utra design.