Apple is preparing to launch its first foldable smartphone in fall 2026 [4].
The move represents a critical effort to compete with Samsung and other foldable manufacturers by making a high-cost device financially accessible to consumers.
Reports indicate the device may be branded as the iPhone Ultra [3]. The company said it increased its production target to 10 million units [1], up from a previous target range of seven to eight million units [2].
The pricing for the new hardware remains a point of contention among analysts. Some reports predict a retail price of $2,500 [3], while other sources suggest a lower price point of $2,000 [5]. To address this pricing hurdle, Apple is considering a leasing program that would allow users to pay for the device over time rather than in a single lump sum [1].
This strategy aims to lower the barrier to entry for a premium product that could otherwise alienate a large portion of the consumer base. By shifting the financial model, Apple may be able to maintain high hardware margins while ensuring the device reaches a wider audience, a tactic previously explored in other luxury tech sectors.
The device is expected to arrive during the company's typical autumn release window [4]. While specific hardware details remain under wraps, the focus on the "Ultra" branding suggests a positioning as a top-tier professional or luxury tool.
“Apple is preparing to launch its first foldable smartphone in fall 2026.”
Apple's shift toward a leasing model for the iPhone Ultra suggests that the cost of foldable screen technology remains prohibitively high for standard retail pricing. By decoupling the cost of the hardware from the initial purchase, Apple is attempting to normalize the $2,000-plus price bracket, potentially transforming the smartphone from a one-time purchase into a recurring service subscription.
