The foldable iPhone Ultra is expected to make its debut on September 9, but the device Apple hopes will spark a new wave of excitement could be overshadowed by a major problem: extremely limited supply.

According to a new report from Nikkei Asia, Apple’s iPhone Ultra production stood at only a few hundred units per day in late August.

That is far below the level needed to meet production plans. To reach its target, Apple and its partners would have to ramp up capacity to tens of thousands of units per day.

Apple and its suppliers are reportedly working around the clock to accelerate production. However, scaling up output could take more time.

If the situation does not improve quickly enough, the iPhone Ultra is likely to face severe shortages during the first few weeks after it officially goes on sale.

That is particularly significant because the iPhone Ultra is seen as one of Apple’s most important products in years.

It is not simply another new iPhone. It would mark Apple’s first entry into the foldable smartphone market, a segment where Samsung and several other rivals have been competing for years.

Apple’s strict quality standards delay production

The main reason behind the iPhone Ultra’s low production volume is believed to be Apple’s exceptionally demanding quality requirements.

According to sources, Apple conducted an additional round of trial production and testing in August. The process reportedly delayed mass production by several weeks from the original schedule.

Two areas are receiving particular attention from Apple: hinge durability and how flat the display appears when the device is unfolded.

Apple is reportedly requiring the device to undergo more rigorous testing, including a greater number of folding and unfolding cycles, along with higher standards for durability and its ability to withstand long-term use.

This is particularly important for a foldable phone. Unlike a conventional slab-style smartphone, a foldable device places repeated stress on both the hinge and display every time it is opened and closed.

Even a minor flaw could affect the user experience and the product’s long-term durability.

Previous reports suggested that Apple was targeting production of around 7-8 million iPhone Ultra units by the end of the year.

More recent reports, however, suggest Apple may have raised that target to around 10 million units.

If that figure is accurate, the gap between current output and Apple’s year-end target is substantial.

One of Apple’s most difficult requirements appears to involve the inner display. The company wants to minimize the visible crease, long regarded as one of the most noticeable weaknesses of foldable smartphones.

Samsung, a pioneer in the segment, is also working to address the same issue. The inner display on the Galaxy Z Fold 8 is said to have achieved an impressive degree of flatness.

Although the crease can still be seen on close inspection, it reportedly becomes almost unnoticeable during normal use and is far less distracting.

Apple, however, appears determined to go further. More demanding testing under extreme conditions could help the iPhone Ultra achieve superior durability and build quality, but it also makes production more complicated and time-consuming.

Could the iPhone Ultra go on sale later than planned?

For months, reports have pointed to difficulties in the development and production of the iPhone Ultra.

Apple has reportedly encountered problems with the materials used for the hinge as well as the manufacturing process. Some prototypes were even said to have produced a rattling sound during use.

These obstacles have raised the possibility that the iPhone Ultra could follow a significantly different sales schedule from the iPhone 18 Pro and iPhone 18 Pro Max.

One scenario being discussed is that Apple could still unveil the iPhone Ultra at its September 9 event but delay its retail launch or deliveries.

As with the iPhone X in the past, pre-orders and customer deliveries might not begin until late October or even early November.

Some more pessimistic forecasts suggest the release could be pushed back as far as next spring. However, none of these reports has been confirmed by Apple.

Samsung, Huawei and Xiaomi could benefit

If the iPhone Ultra does face a lengthy delay, Apple’s rivals could stand to benefit.

Samsung is currently benefiting from unexpectedly strong demand for the Galaxy Z Fold 8. Huawei, meanwhile, is preparing to unveil the second generation of its tri-fold smartphone, continuing to push into a segment Apple has yet to officially enter.

Xiaomi is also expected to reveal more details about its wide-format Xiaomi 18 Fold on September 7, just two days before Apple’s event.

Notably, the Xiaomi 18 Fold, like Huawei’s foldable devices, is reportedly set to be sold only in China. That market happens to be Apple’s second largest worldwide.

If the iPhone Ultra is in short supply during its initial release, Chinese rivals could seize the opportunity to attract consumers interested in foldable smartphones.

Apple’s decision to impose stringent standards to ensure the durability of the iPhone Ultra is understandable. An expensive foldable smartphone that deteriorates quickly would undoubtedly deal a serious blow to Apple’s image.

However, if the delay stretches on for too long, the strategy could also backfire.

Hai Phong