Apple's Foldable Future: Ultra-Premium iPhones and MacBooks on the Horizon

Apple is betting big on ultra-premium devices as it faces growing market risks. The company is preparing for a high-end push, with Citi forecasting that its first foldable iPhone, possibly called the iPhone Ultra, will be priced above $2,000 and sell around 7.3 million units between late 2026 and early 2027.

The strategy comes as Apple's new CEO John Ternus heads into the September 9 'Surprise and Shine' iPhone event, where investors expect clearer guidance on pricing amid tight memory supply and rising component costs. The company faces a tough backdrop: AI-driven demand for advanced memory has pushed up prices, squeezing Apple's margins and forcing cautious revenue guidance and selective price hikes.

Former CEO Tim Cook called the memory crunch a '100-year flood,' and analysts warn that aggressive iPhone price increases could trigger 'sticker shock' and hurt upgrades even as they protect profitability. On the product side, Apple has reportedly canceled two larger foldable and OLED MacBook projects, pivoting instead to a new 13.8-inch OLED MacBook.

Higher-end 14.3- and 16.3-inch OLED MacBook Pros are still expected around 2026-2027, while existing mini-LED Pro models may stay on shelves through at least 2028. For investors, sentiment is mixed but still leaning positive, with a Moderate Buy rating on Apple stock and an average target near $340 per share implying low- to mid-single-digit upside.