Apple plans to launch a $1,999 foldable phone, according to Forbes. The iPhone Ultra, aimed at affluent consumers, seeks to maintain steady pricing for its core products while attracting premium buyers. The phone is expected to debut in September 2026 alongside the iPhone 18 lineup.
What happened
Apple is set to introduce the iPhone Ultra, a premium foldable smartphone priced at $1,999, according to Forbes. This strategy aims to target affluent customers while allowing the iPhone 18 Pro and iPhone 18 Pro Max to maintain their pricing of $1,099 and $1,299, respectively. CEO Tim Cook’s team intends to absorb rising component costs and enhance revenue from luxury buyers.
The iPhone Ultra will feature cutting-edge engineering and luxury materials, serving as a flagship model in the iPhone lineup. This approach comes amid growing consumer dissatisfaction with incremental hardware upgrades. Apple’s plan involves isolating the iPhone Ultra at the top, allowing the company to keep entry-level models at steady prices. With the iPhone 18 Pro set at $1,049, Apple aims to ensure ecosystem volume isn’t affected by competitor pricing strategies.
Why it matters
Apple’s new pricing strategy reflects a changing landscape in the smartphone market, where many consumers are becoming disillusioned with minor updates. By targeting the luxury segment, Apple can sustain its revenue without alienating its existing customer base. This dual-track approach may help Apple navigate competitive pressures while preserving its brand value.
Background
On September 19, 2025, Apple released its iPhone 17 lineup, making significant updates while raising the base price of the iPhone 17 Pro to $1,049. The adjustments in pricing and storage aimed to position Apple competitively against Android manufacturers. The shift to the new iPhone Ultra model is a response to the ongoing saturation of the premium smartphone market.
What’s next
The iPhone Ultra, along with the iPhone 18 Pro and 18 Pro Max, will be announced in early September 2026. Following this launch, existing devices will receive software updates by the end of September.
