Apple could drop Pro Max branding, switch to Ultra

Apple could drop the Pro Max branding from iPhones and call the next Pro Max version the iPhone Ultra.

According to Bloomberg’s Mark Gurman, Apple wants to unify its product lines and believes there is confusion over the Pro Max name, especially considering it offers Mac M1 chips in both Pro and Max variants.

Speaking in the Power On newsletter, Gurman said that next year’s iPhone 15 could see the start of the new naming scheme, with Apple replacing the Pro Max branding, first introduced with the iPhone 11, with Ultra.

It’s expected that next year’s iPhone 15 range will sport a new design and introduce new features such as USB-C charging and perhaps under-display fingerprint scanning. The Ultra branding would also follow Apple’s decision to launch an Apple Watch Ultra over the past couple of weeks; similarly, Apple offers an M1 Ultra chip which is its fastest processor for Mac Studio devices and perhaps the long-awaited Mac Pro devices.

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