Apple expects 10 million people to buy a $2,500 iPhone Ultra — and it’s a huge gamble
Apple expects 10 million people to buy a $2,500 iPhone Ultra — and it’s a huge gamble
Publish Date: 2026-07-02 09:27:00
Source Domain: www.tomsguide.com
It sounds like Apple has very high hopes for the iPhone Ultra, and according to a new report from Nikkei Asia it’s actually increasing its production targets for its first foldable phone. Previously we’d heard reports that Apple was targeting somewhere between 7 and 8 million foldable phones, but that figure may have just risen to 10 million.
While 10 million seems like a lot, Apple’s entire production target for the second half of 2026 is around 85 million new iPhones.
That apparently includes 70 million iPhone 18 Pro and iPhone 18 Pro Max, and will no doubt include the likes of the iPhone 17, iPhone Air and iPhone 17e, which are still expected to be available beyond the September Apple event. The figure will reportedly not include the iPhone 18 or iPhone Air 2, which are not expected to arrive until sometime in early 2027.
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Crucially, the iPhone Ultra is now predicted to cost as much as $2,500, according to analysts at IDC. Previous estimates suggested that the phone could sell for around $2,000, a figure that later increased to $2,400. 10 million units would be a very big gamble for Apple.
iPhone Ultra vs Samsung’s foldables
(Image credit: Android Headlines)
10 million is quite small in the grand scheme of things, especially when you consider the fact that Apple is expected to have ordered 220 million iPhone units for the entirety of 2026.
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But it’s worth noting that Samsung, the current leader in the foldable phone space outside China, reportedly expected to sell 7 million foldables throughout the year. Samsung will have four foldable devices this year, including the Galaxy Z TriFold and upcoming Galaxy Z Fold 8, complete with a wide design that will go head-to-head with the iPhone Ultra.
Apple apparently wants to beat Samsung at its own game with a single foldable device.
Can Apple actually do it?
 "Apple Raises Foldable iPhone ‘Ultra’ Production Goal to 10 Million Units – Firstpost")
