Apple officially entered the competitive foldable smartphone market today with the launch of its highly anticipated device, rumored to be called the “iPhone Ultra.” This debut marks the culmination of over a decade of research and development, positioning Apple to challenge established players like Samsung, Xiaomi, and Huawei.
A Decade in the Making: The Road to the Foldable iPhone
According to reports, Apple began exploring foldable device concepts as early as 2016, with its hardware engineering teams initiating studies on flexible displays, hinge mechanisms, and adaptable glass technology. This early research preceded Samsung's launch of its first foldable phone in 2019.
Following Samsung's entry, Apple intensified its efforts, with former CEO Tim Cook prioritizing the foldable iPhone project after a 2020 trip to Asia revealed widespread adoption of foldables. Key development phases between 2021 and 2022 focused on overcoming significant engineering hurdles, including:
- Reducing display crease visibility.
- Developing custom display cover glass for durability.
- Ensuring long-term hinge reliability.
- Integrating sophisticated camera components behind the screen.
Apple collaborated with suppliers like Corning for specialized cover glass and engineered a multi-material titanium-and-aluminum hinge mechanism. By 2023, the company finalized the device's passport-like form factor, featuring a 7.8-inch inner display and a 5.5-inch outer screen.
Pricing and Leadership Transition
The iPhone Ultra is expected to carry a premium price tag, with initial estimates suggesting it could start at $2,199, and larger storage configurations potentially reaching up to $3,000. This pricing strategy reflects Apple's confidence in a market for high-end devices, bolstered by strong sales of its expensive Pro models.
The launch also coincides with a significant leadership change at Apple. Tim Cook has transitioned to the Executive Chairman role, with Apple Hardware Chief John Ternus stepping in as the new CEO. The iPhone Ultra's debut is a major milestone under Ternus's fresh leadership.
To make the device more accessible, Apple is expected to offer its Upgrade subscription program, along with trade-in options and carrier installment plans. Software optimization for iOS and app adaptation for the new wide display aspect ratio were also key focus areas between 2024 and 2025, ensuring a seamless multitasking experience across screen dimensions.