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Technology4h 18m ago
Apple is introducing a new $1,999 iPhone Ultra foldable smartphone to target affluent users and absorb rising component costs, allowing the iPhone 18 Pro to maintain its $1,049 price point.
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Who
Apple, Tim Cook, Mark Gurman
What
Apple is introducing a new $1,999 iPhone Ultra foldable smartphone to target affluent users and absorb rising component costs, allowing the iPhone 18 Pro to maintain its $1,049 price point.
When
Sun, 14 Jun 2026 20:46:52 GMT · 4h 18m ago
Where
global ·
Why
The premium smartphone market is reaching saturation, and typical upgrade cycles are extending, prompting Apple to revise its pricing strategy to maintain revenue.
The Frontline Impact
How this affects you
This strategy aims to bolster Apple's revenue by catering to high-end consumers with a luxury device, while ensuring the core iPhone 18 Pro remains competitively priced to retain its mass-market appeal amidst rising component costs.
Story chain
6 events in this thread- Technology4h 18m agoApple is introducing a $1,999 iPhone Ultra to serve as a luxury foldable smartphone, allowing the company to maintain the iPhone 18 Pro's price at $1,049 while absorbing escalating component costs and targeting affluent consumers.Open article
- Currently Reading4h 18m agoApple is introducing a new $1,999 iPhone Ultra foldable smartphone to target affluent users and absorb rising component costs, allowing the iPhone 18 Pro to maintain its $1,049 price point.
- Technology4h 18m agoApple is introducing a $1,999 iPhone Ultra foldable smartphone to target affluent users and protect the pricing of the iPhone 18 Pro and 18 Pro Max, which are expected to remain at their current price points.Open article
- Technology4h 18m agoApple is introducing a premium $1,999 iPhone Ultra foldable smartphone to absorb escalating component costs and target affluent users, allowing the iPhone 18 Pro and iPhone 18 Pro Max to maintain their current price points of $1,099 and $1,299 respectively.Open article
- Technology4h 18m agoApple is planning to introduce a $1,999 iPhone Ultra foldable smartphone to target affluent users and absorb component costs, while maintaining the iPhone 18 Pro's price at $1,049.Open article
- Technology4h 18m agoApple is planning to introduce a new $1,999 luxury foldable smartphone, the iPhone Ultra, to absorb rising component costs and cater to affluent users, while maintaining the iPhone 18 Pro's price at $1,049.Open article