Apple is widely expected to introduce its long-rumored foldable iPhone this September. However, the device may not go on sale immediately alongside the iPhone 18 Pro and iPhone 18 Pro Max.

A growing number of reports suggest Apple will unveil its first foldable smartphone this fall under an entirely new branding strategy. Rather than positioning it as another Pro Max model, the company is reportedly preparing to launch it as the iPhone Ultra, creating a new premium tier within the iPhone lineup.

The latest supply chain reports indicate that Apple still plans to announce the iPhone Ultra during its traditional September keynote alongside the iPhone 18 Pro and iPhone 18 Pro Max. The difference is that the foldable model is expected to arrive in stores noticeably later.

A repeat of the iPhone X launch strategy?

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

Apple is said to be pushing suppliers to accelerate the schedule, but industry observers believe the Ultra is unlikely to be ready for commercial release in September.

Several analysts following Apple's manufacturing operations believe the company is preparing to revive a strategy first used with the iPhone X in 2017.

At that time, Apple introduced three iPhone models during the same launch event. While the iPhone 8 and iPhone 8 Plus reached customers roughly a week later, the iPhone X did not officially go on sale until November because of its far more complex manufacturing process.

According to the latest reports, Apple could follow a similar timeline this year. The iPhone 18 Pro, iPhone 18 Pro Max and iPhone Ultra would all be announced in September, but only the two Pro models would become available immediately. The Ultra would reportedly ship several weeks later.

The scenario also aligns with a recent report from Macworld, which cited The Elec as saying Apple plans to begin mass production of its foldable iPhone in late July after resolving most issues involving the hinge, one of the device's most critical and technically challenging components.

According to Macworld, independent sources have echoed the same expectation. While the Pro models are expected to feature relatively modest exterior changes, allowing production to progress smoothly, the iPhone Ultra introduces an entirely new design that requires additional manufacturing refinement.

iPhone Ultra could become Apple's most expensive iPhone ever

Besides arriving later, the iPhone Ultra is also expected to carry the highest price tag in iPhone history.

Industry sources say the Ultra's component costs are significantly higher than those of the iPhone 18 Pro. Much of the increase comes from its sophisticated foldable display and newly engineered hinge mechanism.

As a result, Apple is reportedly positioning the Ultra as a completely new ultra-premium category that sits above even the Pro Max lineup.

Final pricing has yet to be determined, but several reports suggest the iPhone Ultra could cost as much as US$2,500, depending on storage configuration.

For comparison, the current top-tier model, the 2TB iPhone 17 Pro Max, sells for around US$1,999 in the United States.

If those estimates prove accurate, the Ultra would set a new pricing record in the history of the iPhone.

It would not be the first time Apple has created a new premium segment. The Apple Watch Ultra was similarly positioned as the company's highest-end smartwatch for customers seeking maximum performance regardless of price.

Apple may overhaul its iPhone launch calendar from 2027

Another major change reportedly under consideration is Apple's long-standing practice of unveiling every new iPhone model at the same event.

According to Macworld, September launches 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 phase and have not yet entered production validation, making it too early to determine whether Apple will adjust their pricing.

Industry analysts believe a staggered launch strategy could help Apple increase the iPhone's average selling price.

Customers eager to upgrade before the year-end holiday shopping season would be more likely to purchase higher-end models first, while allowing the iPhone Ultra to dominate media attention.

The foldable model would also represent Apple's most significant hardware shift in years, marking the company's first entry into the foldable smartphone market, a segment where competitors have spent years refining both hardware and user experience.

Notably, early builds of iOS 27 reportedly contain code references to foldable devices, including new multitasking features, expanded screen-state management and software capable of recognizing different hinge angles.

Those findings suggest Apple has been preparing software support for a foldable iPhone for quite some time.

At this stage, industry expectations increasingly point toward Apple unveiling its first foldable iPhone this year.

The remaining questions are when the device will officially reach consumers, what its final price will be, and whether the iPhone Ultra will ultimately become the most distinctive and expensive iPhone Apple has ever produced.

Hai Phong