A 9to5Mac poll has confirmed what Apple execs certainly already know: there is a strong market willing to pay a serious premium for a new Ultra-level iPhone.
Hence, 2025’s expected iPhone 17 Ultra.
What we know about the iPhone 17 Ultra
Recent weeks have brought multiple reports of Apple’s intention to take the iPhone further upscale than ever before.
- Report: Ultra-thin iPhone coming in 2025 with new upscale form factor redesign
- iPhone 17 ‘Slim’ will reportedly feature a new 6.55-inch display
All indications point to the iPhone 17 lineup having its own iPhone X moment, with an ultra-premium model that brings significant design and technology changes not normally seen in a yearly iteration.
What will that new 17 Ultra model introduce? Reporting is still early, but the device is expected to feature:
- a significantly thinner industrial design
- aluminum chassis
- a 6.55-inch display
- smaller pill-shaped cutout for the Dynamic Island
- rear cameras that are moved to the top-center of the device
- an A19 chip
- improved front-facing camera
- a starting price that exceeds the Pro Max model
Some of these features, like the A19 chip and new front-facing camera, will likely be part of the 17 Pro and Pro Max as well. Which leaves the design changes as one of the main draws of the Ultra.
Supply chain leaks can never report on a device’s marketing pitch. If the iPhone 17 Ultra does come to fruition, it almost certainly will include software enhancements or hardware features we don’t yet know about, and an Apple narrative.
Nearly two-thirds willing to pay up for an iPhone Ultra
Despite all the unknowns with the product, a recent 9to5Mac poll suggests that a huge majority of readers are willing to pay a premium for an Ultra model iPhone.
Top comment by Jimmayyyy
Blorft's comment is spot on with the problems of this survey's collection and presentation, and all this will do is drive up costs for everyone...
IMO I love tech and Apple's products (mostly), but there's no way I'd pay for an Ultra. I'm still using an iPhone XS Max from 6 years ago – besides decreased battery and occasional lag, it's fine and the incentive to "upgrade" is zero. There has been absolutely nothing from Apple in 6 years that makes me want to get a new iPhone. Zilch. If anything, I'd love to buy a Mini.
The only real innovative thing that piques my interest is recording spatial videos for future playback, but even then, this is pretty niche, has big limitations currently, and isn't worth upgrading solely for. Unless iOS 18 and the AI stuff are amazing and take advantage of the hardware, or there's something else actually innovative or useful, I'll keep the XS Max a while longer.
As the numbers indicate, nearly two-thirds of polled readers would be willing to pay at least $1,350 for an iPhone 17 Ultra—$150 more than the current starting price of $1,199 for a Pro Max model.
About half of those polled say they would pay either $1,350 or $1,500 for the device, with a significant drop-off of interest after that $1,500 mark. This indicates that a price tag in the $1,350-1,500 price range might be the sweet spot for prospective buyers.
I already felt pretty convinced that there was room for an Ultra model iPhone in the lineup, but this poll brought further affirmation of that belief.
If Apple can provide a compelling, distinct model that can showcase its highest-end tech for a still-sizable customer base, why wouldn’t it do that? We’re entering Apple’s Ultra era.
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