Apple Readies Scarce $2,000-Plus Foldable

Apple’s new CEO John Ternus is about to stake his reputation on the company’s boldest hardware play yet: a foldable iPhone, codenamed “iPhone Ultra,” launching alongside the iPhone 18 Pro line and a revamped Apple Watch. The foldable debuts with a 7.8-inch screen when open, MagSafe, and Touch ID — but skips Face ID and telephoto, starting above $2,000. It’s a statement piece, not a mass-market move, meant to boost average selling prices and prove Apple still sets the pace on design. With just a few hundred units produced per day, scarcity is baked in: Apple’s betting that exclusivity and execution, not just specs, win the early cycle.

But here's the catch: tight supplies and high component costs mean Apple is staggering its launches, pushing standard iPhone models to spring and leaning on the Pro line to drive Q4 revenue. That gives Samsung and rivals a runway to woo upgraders with cheaper alternatives. Meanwhile, AI is the real glue—Apple is threading upgraded Siri and AI features across Watch, HomePod, and Apple TV, not just in the phones, hoping to lock users ever tighter into its ecosystem. All this comes as prices rise and carrier promos heat up, setting the stage for a high-stakes battle over who controls the premium smartphone experience.

Reporting draws on Nikkei Asia, Reuters, and inside Apple memos, with sharp analysis of what’s at risk for Ternus and the entire Apple playbook.

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