Apple unveils iPhone 18 Pro and $1,999 foldable Ultra

Apple plans to shake up its annual iPhone launch this fall with a tighter, higher-end lineup than usual.

Instead of the usual four closely related models, the company is expected to unveil just three premium devices at its September event: the iPhone 18 Pro, iPhone 18 Pro Max, and its first foldable, likely branded iPhone Ultra. The move reflects Apple’s push to focus on flagship devices to maintain margins and differentiate its lineup from rivals like Samsung and Google, which already sell foldable phones. Analysts say Apple has held off on foldables longer than competitors to perfect the experience, but internal testing and supply chain shifts have finally made a foldable model viable.

Rumors suggest the iPhone Ultra will feature an 8-inch inward-folding display, advanced camera systems, and a new hinge mechanism for durability. The device is expected to cost around $1,999, nearly double the price of the standard iPhone 18 models. Meanwhile, the Pro and Pro Max will likely get incremental upgrades, including faster processors, improved displays, and enhanced AI features powered by Apple’s in-house silicon. Analysts at Counterpoint Research note that Apple’s shift toward fewer, more premium models aligns with its strategy to drive higher revenue per unit as smartphone growth slows globally.

If the rumors hold, the iPhone Ultra could redefine Apple’s product strategy and force rivals to rethink their own foldable plans. The company may also use the launch to highlight its AI capabilities, positioning the new iPhones as essential devices for productivity and creativity. The foldable could attract early adopters and premium buyers, while the Pro models will cater to loyal fans waiting for the latest upgrades. Analysts expect preorders to begin in early September, with shipments ramping up ahead of the holiday season. Apple’s ability to execute flawlessly on the foldable—especially after years of speculation—will be critical to its success.