The Apple iPhone lineup is in for a major shake-up as the company prepares to introduce its first foldable iPhone this fall. The device, expected to be positioned under a new "Ultra" branding, will likely be released alongside the iPhone 18 Pro models in September, but it won't be available for purchase at the same time.
According to sources familiar with Apple's supply chain, the iPhone Ultra is still undergoing production testing and won't enter mass production until late July. This means that the iPhone 18 Pro and 18 Pro Max will likely ship a week or two later than usual, with the iPhone Ultra arriving at a later date.
Apple's first foldable iPhone is expected to be one of the most expensive devices the company has ever made, with component costs significantly higher than the iPhone 18 Pro models. The Ultra's foldable display and hinge mechanism are the main contributors to the increased costs, and Apple is expected to position it as a new premium tier above the Pro Max.
Prices for the iPhone Ultra could reach as high as $2,500, depending on the configuration. For comparison, the iPhone 17 Pro Max with 2TB of storage costs $1,999 in the US. Apple has already shown that it's willing to create new price categories with Ultra products, such as the Apple Watch Ultra.
Additionally, Apple is expected to raise prices for the iPhone 18 Pro and iPhone 18 Pro Max compared to the current models, with a starting price at least $100 higher. The price increase would be due to higher-cost RAM and flash storage.
While the iPhone 18 Pro and iPhone Ultra models are expected to be released together in September, there will be two notable omissions: the base iPhone 18 model and the second generation of the iPhone Air. These devices are still in the final stages of design and engineering and have not yet entered production testing.
Apple's phased launch strategy will help increase the iPhone's average selling price by pushing upgraders and holiday shoppers to the most expensive models. It will also help put the iPhone Ultra in the spotlight, as the company's first foldable phone represents a much bigger hardware transition than a typical yearly upgrade.
