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Technology3h 45m ago

Apple is set to price its new foldable iPhone Ultra at $1,999 to cover escalating component costs and enhance revenue from affluent users, while maintaining the iPhone 18 Pro's price at $1,049.

global

Who
Apple, Tim Cook
What
Apple is set to price its new foldable iPhone Ultra at $1,999 to cover escalating component costs and enhance revenue from affluent users, while maintaining the iPhone 18 Pro's price at $1,049.
When
Sat, 13 Jun 2026 21:10:34 GMT · 3h 45m ago
Where
global ·
Why
Apple is overhauling its pricing strategy due to market saturation and longer upgrade cycles in the premium smartphone market.
The Frontline Impact

How this affects you

This strategy allows Apple to implement cutting-edge technology and luxury features in the iPhone Ultra without increasing the prices of its core iPhone 18 Pro and Max models, potentially preserving its market share across different consumer segments.

Story chain

2 events in this thread
  1. Currently Reading3h 45m ago
    Apple is set to price its new foldable iPhone Ultra at $1,999 to cover escalating component costs and enhance revenue from affluent users, while maintaining the iPhone 18 Pro's price at $1,049.
  2. Technology3h 45m ago
    Apple is overhauling its pricing strategy with the introduction of a luxury iPhone Ultra foldable at $1,999 to increase revenue from affluent users while protecting the core iPhone 18 Pro audience.
    Open article

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