Apple has pulled back its expectations for the launch of its most expensive smartphone, the iPhone Fold, now dubbed the iPhone Ultra. Earlier projections targeted roughly 10 million units, but the company now instructs suppliers to ship only about 3 million. The shift reflects lessons from Vision Pro and a cautious view of the high‑price market today.

Samsung seized the opportunity to secure a three‑year exclusive deal for the folding OLED panels that will power the Ultra. Only Samsung met Apple’s stringent quality demands, leaving LG and BOE sidelined. The contract locks Apple into a single supplier, a rare move that underscores Samsung’s dominance in foldable display technology and its strategic leverage over Cupertino in the global market.

With an estimated launch price between $2,000 and $2,400, the Ultra targets a niche segment of early adopters and tech enthusiasts. The reduced production run signals a cautious strategy, mirroring Apple’s approach to premium hardware launches. Consumers who can afford the device will experience a foldable form factor that rivals Samsung’s Galaxy Z series, but with Cupertino’s design polish today.

Samsung’s three‑year exclusivity also protects its investment in the specialized production lines needed for the Ultra’s panels. By locking Apple into a single supplier, Samsung gains a competitive edge while Apple limits its own flexibility. The arrangement illustrates how component dominance can shape the rollout of flagship devices and may influence future supplier negotiations across the industry in the tech