A series of recent reports suggests Apple will debut its first foldable smartphone this autumn under an entirely new branding strategy, introducing the device as the iPhone Ultra rather than positioning it as another Pro Max model, as many had previously expected.

The latest supply chain information indicates that Apple still plans to unveil the iPhone Ultra alongside the iPhone 18 Pro and iPhone 18 Pro Max during its September launch event. However, the commercial release is expected to follow significantly later.

A repeat of the iPhone X launch strategy?

Sources familiar with Apple's supply chain say the iPhone 18 Pro lineup has already entered mass production. The iPhone Ultra, meanwhile, is still undergoing production validation before moving to large-scale manufacturing.

Apple is reportedly pressuring suppliers to accelerate development, but industry observers believe the Ultra is unlikely to be ready for retail release in September.

According to several analysts tracking Apple's manufacturing operations, the company is preparing to revive the launch strategy it used for the iPhone X in 2017.

At that time, Apple unveiled three iPhone models during a single event. The iPhone 8 and iPhone 8 Plus reached stores roughly one week later, while the iPhone X was not released until November because of its far more complex production process.

Sources now believe Apple will adopt a similar timetable. The iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra are all expected to be announced in September, but only the two Pro models will become available immediately, with the Ultra arriving several weeks later.

The timeline also aligns with a recent report from The Elec, which said Apple plans to begin mass production of its foldable iPhone by the end of July after resolving most issues involving the hinge mechanism and other critical components - the most technically challenging aspects of foldable smartphones.

According to Macworld, independent sources have also confirmed this information. While the Pro models feature only modest design changes, allowing production to progress smoothly, the iPhone Ultra introduces an entirely new form factor that requires additional time to refine.

Apple's most expensive iPhone ever?

The iPhone Ultra is expected not only to arrive later but also to become the most expensive iPhone Apple has ever sold.

According to supply chain sources, component costs for the Ultra are substantially higher than those of the iPhone 18 Pro. The main reasons are its sophisticated foldable display and an all-new hinge mechanism.

Apple is therefore expected to position the Ultra as an entirely new ultra-premium category sitting above the Pro Max.

Although the final price has not been confirmed, several reports suggest the iPhone Ultra could cost as much as USD2,500, depending on storage capacity.

For comparison, Apple's current most expensive model is the 2TB iPhone 17 Pro Max, priced at around USD1,999 in the United States.

If those projections prove accurate, the Ultra would become the most expensive iPhone in Apple's history.

This would not be Apple's first move into a new premium category. The Apple Watch Ultra was previously introduced as the company's flagship smartwatch for customers seeking the highest-end hardware regardless of price.

Apple may overhaul its iPhone launch schedule from 2027

Another major change reportedly under consideration is the end of Apple's long-standing practice of launching the entire iPhone lineup at a single event.

According to Macworld, future September events would focus exclusively on premium models, including the iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra.

The standard iPhone 18, the second-generation iPhone Air and the iPhone 18e would instead be introduced around April 2027.

Those three devices are reportedly still in the design and engineering stages and have not yet entered production testing. As a result, it remains unclear whether Apple will also apply price increases to those models.

Industry observers believe the staggered release strategy would help Apple raise the iPhone's average selling price.

Consumers wanting to upgrade early or purchase new devices during the year-end holiday shopping season would primarily choose the more expensive premium models, while allowing the iPhone Ultra to remain the centre of media attention.

The foldable device is also expected to represent Apple's most significant hardware shift in years as the company finally enters the foldable smartphone market, a category where competitors have spent years refining both hardware and design.

Notably, beta versions of iOS 27 reportedly contain code referencing foldable devices, including new multitasking capabilities, improved handling of multiple display states and hinge angle recognition.

These signs suggest Apple has been preparing the software foundation for a foldable iPhone for quite some time.

At this stage, it appears increasingly likely that Apple will introduce its first foldable iPhone later this year.

The remaining questions concern when the device will reach store shelves, its final retail price and whether the iPhone Ultra will become the most expensive and distinctive iPhone Apple has ever produced.

Hai Phong