Need an iPhone more expensive than a Pro Max? How about an iPhone Ultra?

In the latest edition of his Power On newsletter, Bloomberg’s Mark Gurman, says Apple’s plan to draw a greater distinction between the Pro and Pro Max has spurred speculation that the company will opt for a new top-end brand: the Ultra. 

From his report: Instead of renaming the Pro Max “the Ultra,” Apple could add an even higher-end iPhone above both Pro models. Internally, the company has discussed doing just that — potentially in time for the 2024 iPhone release.

That could certainly drive up prices, but consumers would need a reason to upgrade. At this point, it’s unclear how that top-of-the-line model would be different, but it will probably offer further camera improvements, a faster chip and perhaps an even larger display. There also may be more future-forward features, such as finally dropping the charging port.

The Sellers Research Group (that’s me) has reported many times that it doesn’t think Apple will ever release a foldable iPhone. I haven’t changed my mind. That said, Apple has filed for, or been issued, several patents for foldable smartphones and tablets. 

Gurman’s info is from his free edition of “Power On”. If you like it, consider subscribing to Bloomberg.com—you’ll receive the newsletter earlier and get exclusive access to a Q&A section.