57
Technology4h 20m ago

Apple 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.

Archive Window: 30 Days Left

global

Who
Apple, Tim Cook, Samsung, Google, Mark Gurman
What
Apple 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.
When
Sun, 14 Jun 2026 20:46:52 GMT · 4h 20m ago
Where
global ·
Why
With the premium smartphone market approaching saturation and upgrade cycles lengthening, Apple is overhauling its pricing strategy to increase revenue from affluent users while protecting the core iPhone 18 Pro audience.
The Frontline Impact

How this affects you

This strategy allows Apple to maintain stable pricing for its mainstream iPhone models, potentially preserving its market share, while competitors like Samsung and Google are raising prices for their entry-level flagship models. The introduction of the iPhone Ultra also facilitates the integration of new AI features into a subscription model, further affecting the overall cost of ownership for users.

Story chain

6 events in this thread
  1. Technology4h 20m ago
    Apple 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
  2. Technology4h 20m 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.
    Open article
  3. Technology4h 20m 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.
    Open article
  4. Currently Reading4h 20m ago
    Apple 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.
  5. Technology4h 20m ago
    Apple 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
  6. Technology4h 20m ago
    Apple 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

Verified Sources & Citations