Apple Plans $1,999 iPhone Ultra as iPhone 18 Pro Holds at $1,049
Updated
Updated · Forbes · Jun 13
Apple Plans $1,999 iPhone Ultra as iPhone 18 Pro Holds at $1,049
3 articles · Updated · Forbes · Jun 13
Summary
$1,999 is the planned price for Apple’s new foldable iPhone Ultra, a luxury model aimed at affluent buyers rather than broadening adoption across the iPhone 18 lineup.
Apple intends to keep the iPhone 18 Pro at $1,049 with 256GB and shield core volumes from premium-hardware fatigue, even as component and memory costs rise.
That split lets the Ultra absorb higher engineering and materials costs while the iPhone 18 Pro and Pro Max get only modest hardware upgrades and more predictable margins.
Samsung and Google are instead lifting flagship entry prices by dropping lower-storage options, leaving Apple to preserve its baseline and push pricing power to the top end.
Apple also plans to lean more on Apple One and paid AI features—estimated around $15 a month—to shift growth from one-time hardware sales toward recurring services revenue.
While rivals hike prices, why is Apple absorbing costs on its core iPhones? Is this a sacrifice to win the AI subscription war?
As Apple launches a $2,000 phone, can subscription AI stop users from waiting for the rumored 2027 anniversary model?
Apple's new AI will scan your personal data. How will the company protect user privacy when its best features rely on the cloud?
Apple iPhone Ultra Debuts in 2026: Foldable Design, $2,500 Price Tag, and Strategic Market Shift
Overview
Apple is set to launch the iPhone Ultra in September 2026, marking its bold entry into the foldable smartphone market. Positioned above the current Pro Max models, the iPhone Ultra introduces a new ultra-premium tier, targeting users who seek the highest level of mobile technology and design. With a price expected to exceed $2,500, it will be the most expensive iPhone ever, establishing itself as a true luxury device. Featuring a sophisticated clamshell form factor, the iPhone Ultra reflects Apple’s ambition to redefine the high-end smartphone experience and set a new standard for innovation.