The tech world is abuzz with rumors of a major shake-up in Apple's iPhone lineup. For the first time in years, the company is preparing a major overhaul, with speculation suggesting that the introduction of its first foldable iPhone this fall.
According to sources, Apple plans to position the device under a new "Ultra" branding, which will be released alongside the iPhone 18 Pro models in September. However, it is likely that the iPhone Ultra will not arrive in stores at the same time as the Pro models.
Manufacturing delays are likely to blame for the delay, with sources indicating that the iPhone Ultra is still undergoing production testing. Apple has been pushing suppliers to accelerate the process, but supply chain sources do not expect the Ultra model to be ready for a September release.
The iPhone Ultra launch may mirror the iPhone X event, where the phone was not available for purchase until weeks or months later. This is due to its more complex manufacturing process, which has been a challenge for Apple.
The production timeline matches a report from a reputable source, which claimed Apple is expected to begin mass production of its foldable iPhone in late July. The report suggests that Apple has resolved most of the challenges related to the hinge mechanism, a critical component of the foldable device.
The iPhone Ultra won't come cheap, with component costs significantly higher compared to the iPhone 18 Pro models. According to sources, the foldable display and hinge mechanism are responsible for the increased costs. As a result, Apple is expected to position the Ultra as a new premium tier above the Pro Max.
The final price of the iPhone Ultra is still unclear, but sources believe it could reach as high as $2,500, depending on the configuration. This is a significant increase from the current prices of the iPhone 17 Pro Max, which 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. The company is also expected to raise prices for the iPhone 18 Pro and iPhone 18 Pro Max compared to the current models, with a starting price increase of at least $100.
The iPhone Ultra will be unlike any iPhone Apple has ever released, and it will have a price to match. While the company could introduce a less aggressive price hike by sacrificing some of its profit margin, it's likely that Apple will pass on the higher costs to its customers.
More new iPhones are coming early next year, but there will be some notable omissions. The base iPhone 18 model and the second generation of the iPhone Air will not be released alongside the iPhone 18 Pro and iPhone Ultra models in September.
Instead, Apple will announce the less expensive models of the new iPhones in early 2027, likely around April. The three devices are still in the final stages of design and engineering and have not yet entered production testing. It's unclear whether Apple will increase prices on these models.
The phased launch will help Apple 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 enters a new category of foldable phones.
The iOS 27 beta already includes multiple references suggesting that the company has been preparing iOS for foldable devices. The beta code also references a folding phone, making it all but certain that Apple will unveil its first foldable iPhone later this year.
The only question now is exactly when customers will be able to buy Apple's most expensive and unique iPhone to date, and how much it will cost. The answers are starting to become clearer, and it's likely that the iPhone Ultra will be a game-changer for the tech industry.
