Now, iPhone 15 Pro Max to be killed off by Apple in latest culling attempt?

Apple is expected to rebrand the iPhone 15 Pro Max as the iPhone 15 Ultra, according to Bloomberg's Mark Gurman.

| Updated on: Sep 26 2022, 17:20 IST
iPhone 14 Pro Max: It is HERE, and we take a quick look
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1/6 The iPhone 14 Pro Max brings a new 48MP main camera in addition to the new 12MP ultrawide camera and the same old 12MP 3X telephoto camera. The front 12MP camera has an autofocus lens system.  (Amritanshu / HT Tech)
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2/6 The iPhone 14 Pro Max retains almost the same design as the iPhone 13 Pro Max. The Deep Purple colour variant is the new colour this here; we have got the Gold version with us. (Amritanshu / HT Tech)
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3/6 The iPhone 14 Pro Max uses the new 4nm A16 Bionic chip that promises marginal performance gains over the A15 Bionic. AnTuTu scores show a performance gain of 28 percent in graphics and 19 percent in CPU. (Amritanshu / HT Tech)
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4/6 iPhone 14 Pro Max has a 6.7-inch OLED display with a variable refresh rate of 1Hz-120Hz. The 1Hz mode allows for an Always On Display for the first time on an iPhone and you can see your widgets as well as wallpaper. Peak brightness levels go up to 2000 nits. (Amritanshu / HT Tech)
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5/6 iPhone 14 Pro Max gets rid of the notch in favour of a pill-shaped Dynamic Island. Other than masking the cutouts, it changes shape to accommodate the icons and widgets. (Amritanshu / HT Tech)
iPhone 14 Pro Max
6/6 The iPhone 14 Pro Max starts at a price of Rs. 139,900 in India for the 128GB variant and goes up to Rs. 189,900 for the 1TB version.  (Amritanshu / HT Tech)
iPhone 14 Pro Max
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Here is what changes iPhone 15 will get. (HT Tech)

Apple may just announce another death in the iPhone family. After killing off the iPhone 14 mini without any fanfare at all, there is likely to be another round of culling and the latest victim is likely to be the iPhone 15 Pro Max. Apple has just launched the iPhone 14 series, including the very popular iPhone 14 Pro Max, but the company is not letting that colour its dispassionate execution. Reasons have to do with cold marketing calculations and generating more profit.

Several reports, rumours, and leaks are circulating regarding the awesome expected specs of iPhone 15 models, especially the Pro Max. Till now, the gap between the Apple Pro phones and Pro Max phones was not too big in terms of specs and pricing. Now, Apple is looking to create a huge gap between them and the process starts with rebranding. It looks like the iPhone 15 Pro Max is dead on the drawing table and in its stead is coming the iPhone 15 Ultra. At least that is what Bloomberg's Mark Gurman is saying.

In the latest Power On newsletter, Gurman said, "If you have an iPhone 13, I'd wait another 12 months for the iPhone 15. That's when we'll see bigger changes, including a potential rebranding of the Pro Max as the Ultra. "

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It can be known that the iPhone 15 series is expected to launch in the month of September 2023, however, it is too early to expect any official information on the same.


The company is expected to create massive differentiation between iPhone 15 Pros and iPhone 15 standard models. According to a tweet by Ming-Chi Kuo, analyst at TF International Securities, "I believe Apple will create more differentiation between iPhone 15 Pros and iPhone 15 standard models to increase Pro shipment allocation and the new iPhone ASP (average selling price)."

Kuo says that Apple may create differentiation between the iPhone 15 Pro Max and the iPhone 15 Pro models in order to generate more sales and profits in a mature market.

It is also being said that the iPhone 15 series will be launching at an increased price by up to $100 or so.

Coming to the iPhone 15 design, according to rumors, Apple will be ditching the Lightning port on its phones. Touch ID is expected to make a return with iPhone 15 and the new notch introduced for iPhone 14 Pro models can also appear in all the iPhone 15 models.

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First Published Date: 26 Sep, 16:57 IST