Rumored iPhone Ultra strategy may work, but could easily backfire on Apple [Opinion]

Could Apple be planning a new iPhone Ultra, costing even more than the Pro Max? That’s the suggestion of a report over the weekend, and it may be backed by a hint dropped by CEO Tim Cook in last week’s earnings call.

Asked about the company’s continued push to drive up the average selling price (ASP), Cook said:



The iPhone has become so integral into people’s lives. It contains their contacts and their health information and their banking information and their smart home and so many different parts of their lives, their payment vehicle and – for many people. And so I think people are willing to really stretch to get the best they can afford in that category …



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