Apple Unveils Foldable iPhone Ultra, Premium-Focused Strategy
Apple is set to unveil its latest lineup of iPhones on September 9, marking the first major product launch under new CEO John Ternus. The event will see the release of the iPhone 18 Pro and Pro Max, as well as Apple's highly anticipated foldable iPhone.
The foldable device, reportedly called the iPhone Ultra, is expected to feature a book-style design with an outer display measuring between 5.3 and 5.5 inches and an inner screen ranging from 7.6 to 7.8 inches. Industry estimates suggest it could start at around $2,000, with higher-storage versions reaching up to $3,000.
Apple's focus on premium devices is driven by supply-chain constraints, including a global memory shortage linked to the artificial-intelligence boom. According to Counterpoint Research associate director David Naranjo, Apple is trying to maximize revenue and protect its margins by targeting high-end customers who are less sensitive to price increases.