Apple's "iPhone Ultra" Foldable May Arrive in September

Key facts

• Apple is reportedly planning two new models under the "Ultra" brand within the next year.
• The company is rumored to be developing a foldable smartphone, potentially named "iPhone Ultra".
• Initial release predictions for the foldable iPhone range from September 2024 to December 2024.
• Some analysts suggest the device could launch in September 2026, with a second generation following in late 2027.
• The foldable iPhone is anticipated to be priced around $2,000 USD, potentially reaching ¥360,000 JPY with tax.
• Production of the foldable iPhone may have begun in July, with large-scale manufacturing starting around the same time.
• Memory for the foldable iPhone is expected to be 12GB, matching the iPhone 17 Pro.

Apple's Foldable Ambitions Take Shape

The technology giant Apple is reportedly preparing to launch a new category of device: a foldable smartphone. While major players like Samsung and Google have already established a presence in this burgeoning market, Apple's entry has been the subject of intense speculation. This new device, potentially branded as the "iPhone Ultra," could redefine the company's product line and challenge existing foldable offerings. The prospect of a foldable iPhone has generated significant anticipation, with the device promising to combine the portability of a smartphone with the expansive screen real estate of a tablet. This dual functionality is central to the appeal of foldable technology, and Apple's approach is expected to be closely watched by consumers and competitors alike. Reports suggest that Apple may introduce two new models under the "Ultra" brand within the coming year, signaling a significant expansion of its premium device offerings. The foldable iPhone is poised to be a flagship product within this new branding strategy.

Navigating a Sea of Release Date Rumors

Predicting the exact launch date for Apple's first foldable iPhone has proven to be a complex endeavor, with numerous reports offering conflicting timelines. Early speculation pointed towards a potential release as soon as September of this year, aligning with Apple's traditional autumn product announcement cycle. However, more recent analyses from financial institutions like JP Morgan and insights from prominent leakers such as Mark Gurman suggest a later debut, potentially in September 2026. This latter prediction includes the possibility of a second-generation model arriving in late 2027, indicating a longer-term strategy for this new product line. of production delays. Some sources indicate that shipments might be pushed to December of this year, with production experiencing a one-to-two-month setback. Despite these uncertainties, the consensus remains that a launch will occur sometime after September, with ongoing rumors suggesting that test production has already commenced.

The Premium Price of Innovation

The anticipated cost of Apple's foldable iPhone is a significant point of discussion, with estimates placing it at a premium level. One widely circulated projection suggests a starting price of approximately $2,000 USD, which could translate to around ¥360,000 JPY when Japanese consumption tax is factored in. This pricing strategy positions the foldable iPhone as a high-end offering, potentially exceeding the cost of current flagship smartphones. However, some reports suggest that Apple may aim to undercut competitors, with prices potentially falling below the ¥265,750 JPY domestic price of the Samsung Galaxy Z Fold7. Given Apple's history of offering various configurations, the final price could be heavily dependent on storage options and other specifications. This flexibility may allow consumers to choose a model that better fits their budget, even within a premium segment.

Technical Specifications and Market Share Projections

Details regarding the internal specifications of the foldable iPhone are beginning to emerge, offering a glimpse into its capabilities. Reports from mid-March indicated that the device will feature 12GB of RAM, a specification that matches the iPhone 17 Pro, suggesting a high-performance device. Alongside RAM, predictions concerning storage and overall device pricing have also been circulated. While specific storage tiers remain speculative, the focus on substantial memory points to Apple's intention to deliver a robust user experience. Market analysts are also forecasting Apple's potential impact on the foldable smartphone sector. Despite the late entry, some projections estimate that Apple could capture approximately 30% of the market share, positioning itself as a significant competitor to Samsung. This ambition, however, may be tempered by initial production volumes, which are expected to be considerably limited.

A Shifting Product Release Cadence

Apple's traditional product release schedule may undergo a transformation with the introduction of new device categories and branding. The established pattern of announcing new iPhone models in the autumn is expected to continue, but the distribution of models might change. Under the proposed shift, higher-end models, including Pro variants and the anticipated foldable iPhone, would continue to be unveiled in the fall. This strategy allows these premium devices to benefit from the heightened consumer attention during the holiday season. Conversely, base models such as the standard iPhone and the "e" series are rumored to be moved to a spring announcement window. This recalibration of release timings could signal Apple's efforts to better manage its product launches and cater to different market segments throughout the year.

The bottom line

• Apple is reportedly preparing to launch its first foldable smartphone, potentially named "iPhone Ultra".
• Release date predictions are varied, with some suggesting September 2024 and others pointing to 2026.
• The foldable iPhone is expected to carry a premium price tag, potentially starting around $2,000 USD.
• The device is anticipated to feature 12GB of RAM, aligning with high-end Pro models.
• Apple's entry could significantly impact the foldable smartphone market share.
• The company may adjust its product release strategy, with premium models launching in the fall.