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Technology4h 16m ago
Apple 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.
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Who
Apple, Tim Cook
What
Apple 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.
When
Sun, 14 Jun 2026 20:46:52 GMT · 4h 16m ago
Where
global ·
Why
The premium smartphone market is approaching saturation, and upgrade cycles are stretching, leading Apple to overhaul its pricing strategy to increase revenue from affluent users and absorb escalating component costs.
The Frontline Impact
How this affects you
This strategy allows Apple to maintain stable prices for its core iPhone 18 Pro audience while extracting higher revenue from a luxury foldable model, potentially offsetting rising component costs and competition from Android manufacturers. The company's focus on recurring subscription services, like Apple One bundled with new AI features, also contributes to long-term revenue growth and customer retention.
Story chain
6 events in this thread- Technology4h 16m 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
- Technology4h 16m 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.Open article
- Currently Reading4h 16m 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.
- Technology4h 16m 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 16m 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 16m 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