iPhone 18 and Ultra to have separate launches, sources confirm

For the first time in years, Apple is preparing a major shake-up to its iPhone lineup. Multiple reports suggest that the company will introduce its first foldable iPhone this fall, and Macworld has previously reported that Apple plans to position the device under a new “Ultra” branding.

Now Macworld can report that while the iPhone Ultra is expected to be announced alongside the iPhone 18 Pro models in September, it likely won’t arrive in stores at the same time.

iPhone X redux

Sources familiar with Apple’s supply chain told Macworld that while the iPhone 18 Pro models have already entered mass production, the iPhone Ultra is still undergoing production testing. Although Apple has been pushing suppliers to accelerate the process, supply chain sources don’t expect the Ultra model to be ready for a September release.

Instead, people familiar with Apple’s supply chain believe Apple is preparing a launch schedule similar to the iPhone X in 2017. While all three phones will be announced at the same event, only the iPhone 18 Pro and 18 Pro Max will ship a week later, as usual, with the iPhone Ultra arriving at a later date. Back then, because of its more complex manufacturing process, the iPhone X didn’t reach stores until November, almost two months after the announcement, while the iPhone 8 and 8 Plus shipped in September.

This also lines up with a report this week from The Elec, which claimed Apple is expected to begin mass production of its foldable iPhone in late July. The report says Apple has resolved most of the challenges related to the hinge mechanism, one of the most critical components of a foldable device.

That timing matches what Macworld has heard from independent sources. While the regular Pro models are already further along in production, with few external changes from the current model, the Ultra remains behind due to its more advanced design.

Once again, this doesn’t mean that Apple will announce the iPhone Ultra at a later date, or even that it won’t take as long to ship as the iPhone X. But given that mass production hasn’t started yet, it’s quite likely that only the iPhone 18 Pro will hit stores immediately after Apple’s September event, with the Ultra following a few weeks later.

The iPhone Ultra won’t come cheap

Apple’s first foldable iPhone is also expected to be one of the most expensive devices the company has ever made.

Sources told Macworld that component costs for the iPhone Ultra are significantly higher compared to the iPhone 18 Pro models, mainly due to the foldable display and hinge mechanism. Because of this, Apple is expected to position the Ultra as a new premium tier above the Pro Max.

While details about the final price are still somewhat unclear, our sources believe prices for the iPhone Ultra could reach as high as $2,500, depending on the configuration. For comparison, the iPhone 17 Pro Max with 2TB of storage (the highest-end configuration available) costs $1,999 in the US.

Apple has already shown that it’s willing to create new price categories with Ultra products. The Apple Watch Ultra launched as a more expensive alternative to the regular Apple Watch, aimed at users who want the most advanced hardware regardless of price.

At the same time, Apple is also expected to raise prices for the iPhone 18 Pro and iPhone 18 Pro Max compared to the current models. Again, pricing decisions may change at the last minute, but supply chain sources estimate that the starting price will be at least $100 higher than it is today.

In that case, the price increase would be due to higher-cost RAM and flash storage. On Thursday, Apple updated the prices of its entire Mac and iPad line by $100-$500. However, iPhone prices remained unchanged, likely because Apple is holding off on a price increase until September.

Although the company could introduce a less aggressive price hike by sacrificing some of its profit margin, this week’s price adjustments show that Apple has run out of options and now needs to pass at least some of the higher costs to its customers.

More new iPhones coming early next year

While the iPhone 18 Pro and iPhone Ultra models are expected to be announced together in September, there will be two notable omissions: the base iPhone 18 model and the second generation of the iPhone Air.

In line with other reports, our sources reveal that Apple will break with tradition and announce the less expensive models of the new iPhones in early 2027, likely around April. In addition to the iPhone 18 and iPhone Air 2, the iPhone 18e is also expected to be announced in the first half of next year.

Hannah Cowton-Barnes / Foundry

The three devices are still in the final stages of design and engineering and have not yet entered production testing. It’s unclear whether Apple will increase prices on these models. A phased launch would help Apple increase the iPhone’s average selling price by pushing upgraders and holiday shoppers to the most expensive models. 

It will also help put the iPhone Ultra in the spotlight. As Apple’s first foldable phone, the device represents a much bigger hardware transition than a typical yearly upgrade. The company is entering a category where competitors have spent years refining their own designs, which puts additional pressure on Apple to get the first generation right.

The iOS 27 beta already includes multiple references suggesting that the company has been preparing iOS for foldable devices, including new system behaviors related to multitasking, screen states, and hinge angles. There are also clear signs in the beta code that reference a folding phone.

At this point, it’s all but certain that Apple will unveil its first foldable iPhone later this year. The only question now is exactly when customers will be able to buy Apple’s most expensive and unique iPhone to date, and how much it will cost, and those answers are starting to become clearer.