Anthropic rebrands $100 Max 5x plan as Max, $200 Max 20x plan as Ultra, and lifts 5‑hour cap for verified Ultra users (Claude/@claudeai)
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| Source: Techmeme | Original article
Anthropic has renamed its $100/month Max 5x plan to Max and its $200/month Max 20x plan to Ultra, and lifted the 5‑hour usage cap for verified Ultra accounts.
Anthropic has streamlined its paid‑tier branding and lifted a key usage cap for its top‑level plan. Effective immediately, the $100‑per‑month “Max 5x” subscription is now simply called **Max**, while the $200‑per‑month “Max 20x” tier has been rebranded as **Ultra**. The price points remain unchanged, and existing customers do not need to take any action.
The most tangible change comes for verified Ultra users, who can now run sessions without the previous five‑hour rolling limit. The weekly allowance of ten‑times Pro usage stays the same, but the removal of the session cap eliminates a friction point for power users who rely on longer, uninterrupted interactions with Claude.
Simplifying the naming scheme makes the hierarchy clearer for both new adopters and enterprise clients evaluating Anthropic’s offerings alongside rivals such as OpenAI and Google. By easing the “5x/20x” jargon, the company hopes to reduce confusion and present a more consumer‑friendly tier structure, potentially boosting conversion rates for its premium services.
Watchers should monitor subscriber feedback for signs of increased usage or churn, especially now that Ultra users enjoy unrestricted session lengths. Analysts will also be keen to see whether the branding overhaul precedes further adjustments—such as expanded feature sets, altered usage caps, or price revisions—as Anthropic positions itself ahead of its upcoming IPO and the broader competitive race for high‑throughput generative AI access.
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