Apple may be dusting off one of its old iPhone launch tricks.
Analyst Ming-Chi Kuo expects Apple to unveil the rumored iPhone Ultra, also known as the iPhone Fold, alongside the iPhone 18 Pro series, with preorders opening later due to early production limits. If accurate, the strategy would echo the iPhone X launch in 2017 and create a pricey, supply-constrained foldable that could be difficult to buy, even for customers willing to pay more than $2,000.
For IT teams and business buyers, the rumored launch may hinge on practical concerns, including availability, support, durability, and whether Apple’s first foldable iPhone justifies its expected premium price.
Apple may stagger the foldable iPhone launch
MacRumors said that Kuo expects Apple to “repeat the iPhone X story” with its first foldable iPhone, which reports have linked to the iPhone Ultra name. Apple has not confirmed the device, its name, or its launch schedule.
The comparison points back to 2017, when Apple announced the iPhone 8, iPhone 8 Plus, and iPhone X on Sept. 12. Preorders for the iPhone 8 models opened three days later, while iPhone X preorders did not begin until Oct. 27.
Neowin noted that Kuo suggested the foldable iPhone may not be available for preorder or official sale until the fourth quarter of 2026. Delivery times could stretch four to six weeks or longer if early demand outpaces supply.
Price could be the bigger shock
Kuo estimated the foldable iPhone could cost roughly $2,300 to $2,500, according to Mashable. The report said that it would be about double the price of Apple’s current iPhone 17 Pro Max.
Kuo still expects strong sales at least through the end of 2026. This could mean that the device could potentially “sell out immediately after preorders open, with delivery lead times quickly stretching to four to six weeks or longer and remaining there through December,” according to Mashable.
The price would put the iPhone Ultra in a different buying category from a standard smartphone upgrade. For consumers, it would be a luxury device. For companies, it would be a harder purchase to justify at scale.
Kuo reportedly said Apple plans to ship roughly 8 million foldable iPhones in the second half of 2026, with about 1 million units reaching shelves in the third quarter. By comparison, the iPhone 18 Pro and iPhone 18 Pro Max could have up to 22 million units available during the same period.
The iPhone Ultra may start as a niche upgrade
The rumored launch pattern would let Apple showcase a major new form factor while managing early production constraints. Neowin noted that Kuo tied the constrained supply to the device’s more complex design, while previous reports have pointed to challenges around a crease-free display and hinge engineering.
For business buyers, the first foldable iPhone may be more of a wait-and-see device than a standard upgrade. A starting price above $2,000, limited supply, and questions about first-generation hardware could make it difficult to justify broad deployment.
IT teams would also need to evaluate how apps behave on a foldable display, how durable the device is in daily use, and how repair or replacement costs compare with current iPhone models. Those questions matter more if the iPhone Ultra is positioned as a premium productivity device rather than a mainstream smartphone.
The iPhone X comparison is useful because that launch changed Apple’s product strategy, not just its hardware design. The rumored iPhone Ultra could do the same for foldables, but only if Apple can move it beyond scarcity, high pricing, and first-generation caution.
Also read: Apple’s next Pro design may already be making the rounds online in a new iPhone 18 leak.