Apple’s long-rumored foldable iPhone, expected to launch this September under the iPhone Ultra branding, could push the price of foldable smartphones nearly 20 percent above the current market leader, and according to analysts, Samsung is not overly concerned.
The iPhone Ultra is expected to start at approximately US$1,999-2,500 (approximately £1,570-1,965), depending on storage configuration. Leaked pricing from Chinese sources suggests a 256 GB model at RMB 15,999 (approximately $2,330), a 512 GB model at RMB 17,999 (approximately $2,621), and a 1 TB model at RMB 19,999 (approximately $2,913), though US pricing after Apple’s typical currency adjustments could land closer to $1,999 for the base configuration.
This would place Apple’s entry nearly 20 percent above Samsung’s Galaxy Z Fold 8 series, which currently starts at around $1,800, according to TechRadar. The premium reflects the cost of Apple’s first-generation foldable technology, including a rumored custom hinge mechanism designed to resist deformation, a titanium frame, and a near-crease-free inner display.
Why Samsung isn’t worried
The gap in pricing is one reason Samsung is reportedly unfazed by Apple’s entry into the foldable market. If Apple prices its device significantly above Samsung’s offerings, it effectively validates Samsung’s existing pricing structure rather than undercutting it, and may even allow Samsung to hold its price point or raise it in future generations.
Apple’s first foldable is expected to sell 8-10 million units in its first year, compared to Samsung’s roughly 15-20 million foldable shipments annually. At those volumes, Apple’s entry expands the category without directly cannibalizing Samsung’s base, particularly if the higher price positions the iPhone Ultra as a luxury halo device rather than a volume product.
What the iPhone Ultra looks like
The device is expected to be a book-style foldable, opening from a phone-sized cover screen into a large inner display reported to be roughly 19.8 cm (7.8 inches), comparable to an iPad mini. It is expected to feature 12 GB of RAM supplied by Samsung, storage options up to 1 TB, and a metallic hinge designed to resist deformation.
The device will launch alongside the iPhone 18 Pro and iPhone 18 Pro Max this September, while the standard iPhone 18 and iPhone 18 Plus are reportedly pushed to spring 2027.
The bigger picture
Apple’s entry into foldables has been anticipated for years, delayed by hinge reliability issues and circuit-board production challenges that now appear resolved. The real question is not whether consumers will pay US$2,000 for a foldable iPhone, Apple’s brand loyalty suggests many will, but whether a first-generation device at that price point can expand the category enough to justify the years of development. At roughly 8-10 million units in year one, Apple’s foldable would represent less than 5 percent of its annual iPhone sales.