Instead of increasing prices across its whole iPhone range, Apple plans to unveil the upscale foldable with a price tag of approximately $1,999, according to Forbes.
The foldable iPhone Ultra will sit at the top of Apple’s smartphone lineup, allowing the company to mitigate rising component costs while keeping its mainstream models attractive. This plan could assist Apple in achieving higher margins from luxury buyers without alienating its wider customer demographic.
In the meantime, the iPhone 18 Pro and iPhone 18 Pro Max are anticipated to maintain their existing pricing structure. Apple is focused on keeping stable prices for its primary flagship models while ensuring margins and sales remain consistent through manufacturing efficiencies and predictable upgrades.
The company is also likely to keep the entry-level
iPhone 18 Pro at $1,049 to sustain demand for its key flagship models.
This approach contrasts with several Android smartphone manufacturers, such as Samsung and Google, which have eliminated lower-storage variants to justify increased prices for their flagship smartphone lines.
In addition to hardware, Apple is expected to put more focus on its services business. Offerings like Apple Music, Apple TV+, and iCloud continue to produce steady revenue for the company and are crucial to Apple’s services division.
Apple plans to introduce more AI-powered tools, including an enhanced Siri AI, to the iPhone 18 lineup. According to the report, some of these features may eventually be included in the Apple One subscription package after an initial promotional phase, creating a new revenue stream without raising the prices of the iPhone 18 Pro and Pro Max models.
An estimated $15 monthly fee for AI services could increase the total cost of ownership without impacting the prices of the iPhone 18 Pro and Pro Max.
The new AI capabilities are expected to launch with iOS 27 and will be first available on the iPhone 18 Pro, iPhone 18 Pro Max, and Ultra devices. By introducing a luxury Ultra variant while keeping stable pricing for its flagship Pro models, Apple aims to maximize revenue from affluent consumers without disrupting demand across the broader iPhone ecosystem.
