Apple's foldable iPhone, dubbed iPhone Ultra, is set to launch in September at a starting price exceeding $2,000 in the United States, according to Bloomberg's Mark Gurman. This positions the device as the most expensive iPhone ever, surpassing the current top-tier model, the iPhone 17 Pro Max, which retails for $1,999 with maximum 2TB storage. If the Ultra starts at $1,999, configurations with 2TB could reach $2,799, based on Apple's existing pricing tiers for the Pro Max. The Ultra name aligns with Apple's branding for the Apple Watch Ultra and M-series chips, signaling a premium tier. The device is expected to open like a book, featuring a 7.7-inch inner display and a 5.3-inch outer screen, two rear cameras, one front camera, and a Touch ID power button instead of Face ID. While initially rumored to have a nearly "crease-free" inner display, Apple is now using technology that reduces but doesn't eliminate the crease entirely.
This pricing strategy underscores Apple's commitment to premium positioning in the foldable smartphone market. The Ultra's high cost reflects the advanced engineering required for a foldable form factor, including the durable hinge and flexible display. For consumers, this means a significant investment for a device offering a larger screen for media consumption and multitasking, though it lacks Face ID. The move solidifies Apple's entry into the competitive foldable space, challenging rivals like Samsung's Galaxy Z Fold series, which typically start below $2,000. Industry analysts suggest Apple is targeting early adopters and business users willing to pay a premium for cutting-edge design and functionality.
Ultimately, the iPhone Ultra represents Apple's bold gamble on foldable technology, banking on its brand loyalty and ecosystem integration to justify the steep price point. While the crease reduction technology marks progress, the device's success hinges on delivering a seamless user experience that justifies the substantial cost premium over traditional iPhones. The September launch will be a critical test for Apple's foldable ambitions and its ability to capture a share of this nascent market.
Source: MacRumors · Summarized by HeadlinesBriefing