For its iPhone 15, Apple could further segment its range by reserving new features for a new higher-end (and more expensive) model. The iPhone 15 Pro Max could thus fall from its throne to make way for an “Ultra” version.
Always looking for new ways to increase sales and profits, Apple could fragment the range of its future iPhone 15 a little more to offer an “Ultra” version that would push all the sliders to the maximum.
iPhone 15: towards an “Ultra” version superior to the “Pro Max”?
It is once again the analyst Ming-Chi Kuo, very well informed when it comes to the production chains of Apple products, who shares a new analysis on Twitter. He thinks that the Cupertino company could create even more differentiation in the future between the “standard” iPhone 15s and the iPhone 15 Pro to increase the average prices of the latter while making them more attractive.
Taking a step further, Apple will also start creating differentiation between the iPhone 15 Pro Max and the iPhone 15 Pro. It’s the best practice via a precise product segmentation strategy to generate more sales/profits in a mature market.
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) September 9, 2022
A strategy that Apple has undertaken this year by presenting its new smartphones. Indeed, the iPhone 14s have few differences compared to the iPhone 13s, which is not the case with the iPhone 14 Pros, which benefit from the best new features. The objective is clear: to encourage users to upgrade to higher versions which are also the most expensive.
But according to Ming-Chi Kuo, the company could go further in 2023. According to him, Apple could create a new differentiation between its future iPhone 15 Pro and 15 Pro Max to “ generate more sales and profits in a mature market”.
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Kuo says Apple can afford such a segmentation strategy because its Android competitors don’t pose a big threat to the company in the high-end smartphone market. Indeed, the American brand remains far ahead of its direct competitors in this segment thanks to a high brand value and a unique ecosystem. For its part, Samsung (still the world leader in smartphones) is counting on its Galaxy Z Flip 4 and Z Fold 4 to gain market share on the high end.
A series of posts that Mark Gurman, another serious source around Apple products, bounced off saying “As I said yesterday: Ultra is coming. ». Gurman refers to one of his predictions that Apple could use a name similar to that of its SoCs present in MacBooks (M1, M1 Pro, M1 Max and M1 Ultra) for its future iPhones.
Like I said yesterday: Ultra is coming. https://t.co/IrZUBHlLN2
— Mark Gurman (@markgurman) September 9, 2022
All of this is of course to be taken with a grain of salt insofar as we will have to wait another year to find out if the two analysts were right. Today, the iPhone 14 Pro and 14 Pro Max differ in screen size and battery life. If Apple decides to introduce an “Ultra” version of its iPhone 15, the brand could reserve new features for it. Maybe a new camera module with a periscopic zoom?