iPhone 14

According to famed Apple tracker Mark Gurman, Apple may introduce a new naming scheme when the iPhone 15 launches in 2023. According to him, the current ‘Pro Max’ model will likely be replaced by ‘Ultra’. He also claims that the iPhone 15 will come out with bigger changes like the addition of USB-C.

It’s not even been a month since the official release of the iPhone 14 and here are already a lot of rumors about the iPhone 15. Supply chain analyst Ross Young, for example, said that the feature Dynamic Island may well appear on all iPhone 15 models and will not be exclusive to the Pro and Pro Max models.

The other rumors relate to the USB-C port on the iPhone 15 instead of the Lightning port which is proprietary to Apple. Gurman says Apple started testing the new feature long before European Union law required all new phones to have USB-C ports by fall 2024.

The name “Pro Max”

As a reminder, the name “Pro Max” first appeared with the iPhone 11 in 2019. According to The Verge, it wouldn’t be so surprising if Apple added the Ultra model to the iPhone lineup. There has already been the addition of Ultra to other devices such as the new Watch Ultra or its M1 Ultra processor.

It should also not be forgotten that Apple has already introduced an admittedly minor change to its naming scheme with the iPhone 14 which was released recently. The company brought back the “Plus” name with its latest model but retired it for unstated reasons.

Reasons for Apple’s decision

The name “Pro Max” would be quite long and “Ultra” would sound better to the ears than “Pro Max”. So it may be that the change that Apple is going to make is a matter of marketing.

There are questions to be asked following this, like: will the Max model disappear completely? Or is Apple going to reserve the name for technology that falls between Pro and Ultra levels?


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