iPhone 18 and Ultra to have separate launches, sources confirm

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In summary:

Macworld reports that Apple plans separate launches for its iPhone 18 series, with Pro models arriving in September and the foldable iPhone Ultra shipping later due to production delays.
The iPhone Ultra represents Apple’s first foldable phone entry, expected to cost up to $2,500 and create a new premium tier above Pro Max models.
This staggered release strategy aims to boost iPhone’s average selling price while highlighting the Ultra’s advanced foldable display technology in a competitive market.

For the first time in years, Apple is preparing a major shake-up to its iPhone lineup. Multiple reports suggest that the company will introduce its first foldable iPhone this fall, and Macworld has previously reported that Apple plans to position the device under a new “Ultra” branding.

Now Macworld can report that while the iPhone Ultra is expected to be announced alongside the iPhone 18 Pro models in September, it likely won’t arrive in stores at the same time.

iPhone X redux

Sources familiar with Apple’s supply chain told Macworld that while the iPhone 18 Pro models have already entered mass production, the iPhone Ultra is still undergoing production testing. Although Apple has been pushing suppliers to accelerate the process, supply chain sources don’t expect the Ultra model to be ready for a September release.

Instead, people familiar with Apple’s supply chain believe Apple is preparing a launch schedule similar to the iPhone X in 2017. While all three phones will be announced at the same event, only the iPhone 18 Pro and 18 Pro Max will ship a week later, as usual, with the iPhone Ultra arriving at a later date. Back then, because of its more complex manufacturing process, the iPhone X didn’t reach stores until November, almost two months after the announcement, while the iPhone 8 and 8 Plus shipped in September.

The iPhone Ultra launch may mirror the…

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