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Technology5h 38m 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.

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Who
Apple, Tim Cook
What
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.
When
Sun, 14 Jun 2026 20:46:52 GMT · 5h 38m ago
Where
global ·
Why
Apple is overhauling its pricing strategy to increase revenue from affluent users amidst market saturation and extended upgrade cycles, using the iPhone Ultra to protect margins across the iPhone range.
The Frontline Impact

How this affects you

This strategy aims to bolster Apple's revenue by catering to the ultra-luxury segment, allowing core iPhone models to retain established pricing and potentially influencing how other smartphone manufacturers approach their product portfolios and pricing during supply chain challenges.

Story chain

6 events in this thread
  1. Currently Reading5h 38m 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.
  2. Technology5h 38m 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. Technology5h 38m 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. Technology5h 38m 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.
    Open article
  5. Technology5h 38m 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. Technology5h 38m 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

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