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Technology5h 7m ago

Apple is overhauling its pricing strategy with the introduction of a luxury iPhone Ultra foldable at $1,999 to increase revenue from affluent users while protecting the core iPhone 18 Pro audience.

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Who
Apple, Tim Cook
What
Apple is overhauling its pricing strategy with the introduction of a luxury iPhone Ultra foldable at $1,999 to increase revenue from affluent users while protecting the core iPhone 18 Pro audience.
When
Sat, 13 Jun 2026 21:10:34 GMT · 5h 7m ago
Where
global ·
Why
The premium smartphone market is approaching saturation, and Apple aims to absorb escalating next-generation component costs and extract maximum value from the luxury consumer segment.
The Frontline Impact

How this affects you

This strategy allows Apple to keep the iPhone 18 Pro and 18 Pro Max at traditional price points while pushing cutting-edge engineering and higher margins into the new Ultra model, potentially influencing how other manufacturers structure their premium offerings. It also shifts some growth towards subscription services.

Story chain

2 events in this thread
  1. Technology5h 7m ago
    Apple is set to price its new foldable iPhone Ultra at $1,999 to cover escalating component costs and enhance revenue from affluent users, while maintaining the iPhone 18 Pro's price at $1,049.
    Open article
  2. Currently Reading5h 7m ago
    Apple is overhauling its pricing strategy with the introduction of a luxury iPhone Ultra foldable at $1,999 to increase revenue from affluent users while protecting the core iPhone 18 Pro audience.

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