Apple's $1,999 Foldable iPhone Ultra Could Shield Mainstream Models from Price Increases
By
Ewan Spence
Kettled twice. Extra chewy, extra trustworthy.
Summary
Apple is reportedly planning a $1,999 foldable iPhone (potentially called the "iPhone Ultra") aimed at luxury users, as part of a broader strategy to offset rising component costs and reduce pricing pressure on mainstream models like the iPhone 18 Pro. With the premium smartphone market nearing saturation and upgrade cycles extending beyond three years, Apple is shifting from across-the-board price increases to a tiered portfolio approach. The foldable device would target affluent customers while protecting the core Pro audience from further price hikes. The article also notes updates regarding Apple Intelligence and Siri AI performance on the iPhone 18 Pro.
Key quotes
· 3 pulledAs the premium smartphone market approaches saturation levels and typical upgrade cycles stretch out to three years and beyond, Apple is looking beyond simple price rises across the portfolio.
Tim Cook and his team are overhauling its pricing strategy to increase revenue from its more affluent users with the luxury iPhone Ultra foldable while protecting the core iPhone 18 Pro audience.
How The iPhone Ultra Changes Apple's Portfolio
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