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Technology4h 22m 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.
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Who
Apple, Tim Cook, Mark Gurman
What
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.
When
Sun, 14 Jun 2026 20:46:52 GMT · 4h 22m ago
Where
global ·
Why
The premium smartphone market is approaching saturation, and upgrade cycles are lengthening, prompting Apple to revise its pricing strategy to maintain revenue and protect core iPhone product margins.
The Frontline Impact
How this affects you
This strategy allows Apple to extract maximum value from affluent consumers with a high-margin device, preventing price increases for its mainstream iPhone 18 Pro models and potentially influencing pricing strategies across the smartphone industry.
Story chain
6 events in this thread- Technology4h 22m 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 22m 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
- Technology4h 22m 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 22m 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 22m 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
- Currently Reading4h 22m 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.