The iPhone Ultra was originally intended to be a premium model costing consumers $2,000. That was still the case until the memory and flash crisis became a bigger problem.
There's no question that the iPhone Ultra will be an expensive device. With a starting price thought to be at $2,099 by analysts and with upper-specification models hitting $3,000, it will be the most premium-priced iPhone ever.
While it seems expensive, and even more so because of the memory crisis affecting the tech industry at large, it was always planned this way.
In a Tuesday story about the iPhone Ultra, Bloomberg claims that a price of $1,999 was targeted early in its development. A figure that flirted with the $2,000 barrier that could scare off consumers.
This seemingly mirrors the development of the iPhone X, which sold for $999 at launch. Apple reportedly took the same approach with that model, as $1,000 was a similar barrier that could cause sticker shock versus other iPhone model prices.
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