Apple plans to unveil the iPhone Ultra in September alongside the iPhone 18 Pro. Earlier uncertainty about the device’s release has been resolved, with the company likely following a strategy similar to the iPhone X.

Ming‑Chi Kuo warns that the first batch could be as low as 1 million units in the third quarter. Delivery might stretch four to six weeks. The price starts at $2,400 and could reach $3,000.

Apple’s Ultra label debuted with the Apple Watch Ultra, priced double that of the Series 11. The company is now testing a high‑end tier with an iPhone Ultra and a MacBook Ultra.

Limiting supply is a familiar tactic for luxury brands. Scarcity can boost perceived value. For consumers, the high price and short availability may push many to the secondary market.