Apple’s first foldable iPhone could arrive with an eye-watering price tag
Apple is reportedly preparing to enter the foldable smartphone market with a premium device that may launch as the iPhone Ultra. The foldable iPhone is expected to be unveiled at Apple’s “Surprise and shine” event on September 9, and if the latest reports are accurate, it could become one of the most expensive iPhones ever released.
The device is said to carry a starting price of around $2,199. That is higher than Apple’s earlier internal target, which reportedly placed the foldable iPhone at $1,999. The original goal was to keep the price just below the $2,000 mark, a psychological barrier that could make the device feel significantly more expensive to buyers. However, rising component costs and current market conditions may have pushed Apple beyond that threshold.
Apple has taken its time with foldable phones. While competitors have already released multiple generations of foldable devices, Apple reportedly held back because it was not fully satisfied with the durability, design, and overall readiness of foldable display technology. The company has been studying foldable screens for years, but it appears Apple wanted to wait until it could deliver a device that felt polished enough for its brand.
Former Apple CEO Tim Cook is said to have played a key role in pushing the project forward. After a trip to Asia in 2020, where he reportedly saw more people using foldable phones in everyday life, Apple’s interest in the category became more serious. The company was already researching the technology, but that moment appears to have accelerated development.
John Ternus, Apple’s former hardware chief and reportedly the company’s new CEO, is also said to have been a major supporter of the foldable iPhone. Under his leadership, the project is believed to have moved toward completion, setting the stage for Apple’s long-awaited entry into the foldable phone market.
Despite the expected $2,199 price, Apple may be confident that buyers are ready for an ultra-premium iPhone. High-end iPhone Pro models with large storage options already approach the $2,000 range, and those devices continue to sell well. Apple may see that as proof that loyal customers are willing to pay more for premium hardware, especially if the product feels new, exclusive, and innovative.
The company may also rely on upgrade and installment programs to soften the impact of the high price. Instead of focusing on the full retail cost, many customers may look at monthly payments, trade-in offers, and upgrade options. That could help reduce sticker shock and make the foldable iPhone feel more accessible to Apple’s most dedicated users.
The iPhone Ultra foldable is expected to be positioned as more than just another iPhone. It could represent a new premium tier above the Pro Max lineup, combining a folding display with Apple’s latest hardware, software optimization, camera technology, and build quality. If Apple succeeds, the device could become one of the most talked-about smartphone launches of the year.
Still, the price will be a major test. At $2,199, the foldable iPhone would not be aimed at casual buyers. Instead, it would target early adopters, professionals, tech enthusiasts, and Apple fans who want the most advanced iPhone available. The big question is whether Apple can convince customers that its first foldable phone is worth the wait and the premium price.
Apple’s September 9 event is expected to reveal the final name, design, features, and pricing details. Whether it launches as the iPhone Ultra or under another name, Apple’s foldable iPhone could mark one of the company’s biggest product shifts in years.
