For many months we assumed that Apple would change the Pro Max family name to Ultra in the iPhone lineup, what happened to that idea?
For a long time we have heard rumors about the possibility that Apple will launch an iPhone Ultra. A new iPhone model that would sit above the iPhone Pro Max, or even replace it. This super high-end smartphone would feature unique functions and cost much more, around 2,000 dollars.
Almost a year ago, we were talking about a name change in Apple’s iPhone range, Mark Gurman reported that Apple may change the Pro Max family name and have an iPhone 15 Ultra. This major name change didn’t happen, and ultimately Apple released an iPhone 15 Pro Max that we’re all familiar with.
Why use the last name Ultra?
Apple uses the Ultra family name in many of its products, specifically to define the best of the best. A clear example is the Apple Watch Ultra, a much larger and more durable device than normal Apple watches which offers unique functions designed for extreme athletes.
Another clear example is the M series chips. Apple uses the names Pro, Max and Ultra to refer to them. the Ultra family name being the one used to name the most powerful chip of each generation.
For what Using this last name on the iPhone line can make a lot of sense. Additionally, Apple has already changed the “family name” of the iPhone several times, not forgetting that it is a nomenclature used by many competitors, such as Samsung with the Galaxy S24 Ultra.
The Apple Watch Ultra is an example of what Apple could do in the iPhone line
Will we ever see an iPhone Ultra?
At the time Gurman assured that this name change is something they are considering within Apple., however, at this point it doesn’t seem to make much sense. In the end, the iPhone 15 Pro Max is practically identical in every way to the iPhone 15 Pro, same materials, same design, almost the same cameras, same chip… there is nothing that differentiates it enough to change its name.
Yes Apple is launching a iPhone Ultra, we should expect it to be a model with unique features and specifications, not just a name change. Additionally, the Pro Max family name has been used since 2019 with the iPhone 11 Pro generation, a year before Apple already started using the Max family name, which replaced the Plus. Which means that users are used to and they know what that means.
Is it possible that we will see this name change in 2024 with the iPhone 16 generation? It’s a possibility. Although we haven’t heard any rumors about it, it seems that last year’s failure has made all the leakers more cautious. This year, the theoretical iPhone 16 Pro Max will increase to 6.9 inches, so this could be an opportunity for a name change.
Despite everything, it seems that Apple will continue to maintain its same strategy launching two entry-level iPhones and two more with better specifications that will be almost the same except for size. If an iPhone Ultra launches, this will probably be the case a renamed iPhone 16 Pro Max, rather than an additional model positioned above the Pro Max. We can call them iPhone 16 Pro and Pro Max or iPhone 16 Pro and Ultrabut there won’t be too many changes between them, which makes the possible name change more to do with marketing than anything else.
