Apple is developing a foldable smartphone, reportedly called the iPhone Ultra, that aims to eliminate the visible screen crease found in current foldables [1, 4].
The move represents a strategic attempt to capture a market segment that has avoided foldable technology due to durability concerns and aesthetic flaws. By focusing on a more repairable design and a seamless display, Apple intends to differentiate its entry from existing competitors [2, 5].
According to reports, the device is expected to debut in 2026 alongside the iPhone 18 Pro line [3]. This timeline suggests Apple is prioritizing the refinement of its folding mechanism over being the first to market with the technology [3].
Repairability is a central pillar of the new design. Leaks indicate the iPhone Ultra could feature the easiest foldable screen to repair to date [2, 5]. This focus on serviceability addresses a common pain point for foldable users, as screen replacements for these devices are typically expensive and complex [2].
The device will likely carry a premium price tag. Estimates suggest the iPhone Ultra will be priced above $2,000 [3]. This positioning aligns with Apple's strategy of targeting the high-end luxury market with its "Ultra" branding [3].
Market demand for this form factor is growing. Global foldable smartphone shipments jumped 18% in 2025 [4]. Apple's entry could accelerate this growth by providing a more polished alternative to the current options available to consumers [4].
The company is reportedly focusing on the one thing users hate most about foldables: the crease [1, 4]. If Apple successfully removes this artifact, it may convince a larger portion of its loyal user base to transition to a foldable device [1].
“Apple aims to solve the most-criticised flaw of current foldables—the visible display crease.”
Apple's delayed entry into the foldable market allows the company to iterate on the failures of early adopters. By prioritizing repairability and the removal of the screen crease, Apple is not just launching a new product, but attempting to redefine the reliability standards of the entire foldable category to justify a $2,000+ price point.
