Rumored iPhone Ultra strategy may work, but could easily backfire on Apple [Opinion]

Could Apple be planning a new iPhone Ultra, costing even more than the Pro Max? That’s the suggestion of a report over the weekend, and it may be backed by a hint dropped by CEO Tim Cook in last week’s earnings call.
Asked about the company’s continued push to drive up the average selling price (ASP), Cook said:The iPhone has become so integral into people’s lives. It contains their contacts and their health information and their banking information and their smart home