Apple reckons users will gobble up the foldable iPhone Ultra – at an expected $2,500 I’m not so sure
Apple reckons users will gobble up the foldable iPhone Ultra – at an expected $2,500 I’m not so sure
Publish Date: 2026-07-03 15:15:00
Source Domain: www.stuff.tv
Apple is reportedly upping its production run for the forthcoming iPhone Ultra foldable phone, suggesting increased confidence in how many devices the company expects to shift out of the gate.
According to a Nikkei report, Apple has increased its order to ten million phones, up from the 7 to 8 million it was projecting just a few short months ago.
Even though 10 million would be a small percentage of iPhones sold per generation – 2025 estimates put the figure at close to 250 million units – it would be somewhat surprising to see Apple bag double digits in the immediate term.
That’s entirely due to the estimated $2,500 (around £1,870) prices for the iPhone Ultra, which may yet see an increase due to the RAM crisis that has forced up the cost of Mac and iPad models in the last couple of weeks.
$2,500 would be more than double the price of the current flagship, the iPhone 17 Pro Max and would actually be closer to the price of the Vision Pro than the current best iPhone on the market.
The Vision Pro headset immediately priced out many consumers out of the gate and I don’t know too many people who’d be willing to spring multiple months mortgage payments on an iPhone right now – especially an unproven first-generation model that may arrive with some teething problems to be resolved the second time around.
While Apple may benefit from a bump in launching its long-awaited first foldable phone, it’s difficult to imagine ten million people dropping $2.5k on the device. If you do envision being in the market for the iPhone Ultra, here’s everything we’re hearing about the first foldable iPhone ahead of the expected launch in September.
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