Apple is poised to unveil the iPhone Ultra at its September event. While the company is expected to showcase the device, the rollout will be staged, with the U.S. receiving it first and other markets following in the coming months. This phased approach mirrors previous launches of complex Apple products.

An unnamed Chinese component supplier told Channel News that delays stem primarily from supply and pricing issues, and that Apple may be facing testing challenges with production units already built. Despite these hurdles, Apple’s projected order volume sits at 10 million units—up from the earlier 7‑8 million estimates. The company appears confident that the new form factor will succeed despite a low initial production rate.

Apple has a history of staggered releases; the Vision Pro debuted in the U.S. before rolling out abroad weeks later. Similarly, the iPhone Ultra will likely launch first in the U.S., with a broader rollout over the next few months. Analysts also note that Apple is reportedly working on a third‑generation iPhone that could be released in 2028.