Tim Cook wants more of your money

The head of Apple has said that raising the price of iPhones is not a problem. Cook is convinced that consumers will be willing to pay even more for the flagship devices.

This is not the first time Apple has raised the price of its flagship models. Since 2017, top-end iPhones have risen by $450 to $1600. Of course the hardware is better and there is more memory, but for Apple fans the price is biting. Cook, on the other hand, is betting that the iPhone has become an "essential part" of people's lives.

The company may make a new brand for the iPhone: Ultra. Previously, we've seen a smart watch and a version of the M1 processor among similar products.