Rumors from a major Chinese tech portal suggest Apple plans to launch the most premium iPhone in its history later this year. The proposed model, nicknamed the iPhone 15 Ultra, is expected to carry a price tag around 20,000 yuan, roughly 237,000 rubles at current exchange rates.
In the smartphone world, brands often stake a claim of top-tier status by naming their highest-end devices with an Ultra prefix. The pattern frequently signals meaningful hardware and design upgrades compared with the standard or Pro variants. For example, rivals such as Xiaomi and Samsung have showcased Ultra models that underscore performance gains, camera capabilities, or build quality. The chatter in industry circles now points to Apple adopting a similar strategy, potentially renaming the traditional Pro Max to Ultra to clearly differentiate the most advanced iPhone from its siblings.
At present, the flagship iPhone 14 Pro Max is available in configurations with substantial storage options, including a 1 TB version priced around 13.5 thousand yuan and a 128 GB variant closer to 9 thousand yuan. These figures reflect a market where Apple routinely positions its top models at a premium, with price bands influenced by memory capacity, materials, and exclusive features. The latest rumors hint that the Ultra version will push these boundaries even further, while base models may refrain from adopting the most dramatic innovations of the Ultra tier.
Speculation suggests the iPhone 15 Ultra could showcase the anticipated Apple A17 Bionic chip, a periscope-style camera system to enhance optical zoom, and a chassis crafted from titanium for improved strength and reduced weight. If these rumors hold, the Ultra would mark a notable leap in both performance and durability, aligning with consumer expectations for a device that acts as a long-term investment in cutting-edge technology. By contrast, the entry-level and standard Pro variants might continue to rely on the processes and architecture introduced with earlier generations, including the A16 Bionic platform that powered the iPhone 14 Pro lineup.
Industry observers also note that production timing, regional availability, and pricing structures will shape consumer reception. The Ultra designation typically aims to attract enthusiasts who demand the best camera capabilities, display quality, battery life, and premium materials. Other parts of the market, including clone devices and counterfeit options, frequently surface in parallel discussions, underscoring the importance of official channels for genuine specifications and pricing. In this landscape, potential buyers are advised to monitor official Apple communications as launch plans unfold and as retailers reveal regional configurations and pre-order details. Analysts emphasize that the real-world experience of the Ultra model will depend on how Apple balances innovation with practical usability in everyday scenarios, from photography and video capture to gaming and multitasking.
Previous reporting from various outlets has highlighted how brand hierarchies are reinforced through naming conventions, price tiers, and feature packages. While some sources may discuss clones or lower-cost alternatives aimed at different markets, the focus from Apple is generally on delivering a cohesive flagship experience that justifies its premium positioning. Prospective purchasers, therefore, are encouraged to weigh the anticipated enhancements against the price premium and to consider how the Ultra model would fit their specific needs, whether that means professional-grade photography, immersive display performance, or long-lasting device reliability. Attribution for these rumors remains scattered across industry outlets, with each source offering its own interpretation of the potential specifications, materials, and market strategy. (Attribution: industry rumor summaries and market analysis from regional tech outlets.)