It sounds like Apple has very high hopes for the iPhone Ultra, and according to a new report from Nikkei Asia it's actually increasing its production targets for its first foldable phone. Previously we'd heard reports that Apple was targeting somewhere between 7 and 8 million foldable phones, but that figure may have just risen to 10 million.
While 10 million seems like a lot, Apple's entire production target for the second half of 2026 is around 85 million new iPhones.
That apparently includes 70 million iPhone 18 Pro and iPhone 18 Pro Max, and will no doubt include the likes of the iPhone 17, iPhone Air and iPhone 17e, which are still expected to be available beyond the September Apple event. The figure will reportedly not include the iPhone 18 or iPhone Air 2, which are not expected to arrive until sometime in early 2027.
Crucially, the iPhone Ultra is now predicted to cost as much as $2,500, according to analysts at IDC. Previous estimates suggested that the phone could sell for around $2,000, a figure that later increased to $2,400. 10 million units would be a very big gamble for Apple.
iPhone Ultra vs Samsung's foldables
10 million is quite small in the grand scheme of things, especially when you consider the fact that Apple is expected to have ordered 220 million iPhone units for the entirety of 2026.
But it's worth noting that Samsung, the current leader in the foldable phone space outside China, reportedly expected to sell 7 million foldables throughout the year. Samsung will have four foldable devices this year, including the Galaxy Z TriFold and upcoming Galaxy Z Fold 8, complete with a wide design that will go head-to-head with the iPhone Ultra.
Apple apparently wants to beat Samsung at its own game with a single foldable device.
Can Apple actually do it?
There's no doubt that the iPhone Ultra is going to turn some heads, but whether Apple can actually hit those lofty sales targets is another matter. The cost of phones is on the rise, and it's been speculated that the iPhone 18 Pro Max could be as much as $200 more expensive than the iPhone 17 Pro Max.
If the $2,500 prediction is accurate, that would be a lot of money to spend on a single smartphone, even if it is Apple's first ever foldable.
If the $3,500 Apple Vision Pro taught us anything (now $3,700 with price hikes), it's that all the advanced technology in the world can't make up for your device not being affordably priced. Even if Apple is relying on customers signing up for payment plans and trading in older devices, it doesn't change the fact it's reportedly charging over $1,000 more than the most expensive non-folding iPhone.
The rising cost of components, particularly memory and storage, is out of Apple's hands — and it can only insulate consumers from rising costs by so much. That's why Apple hiked the prices for iPads and Macs last week. But at the same time, the rumored cost of the iPhone Ultra has risen by $500 over the past 12 months.
What is Apple thinking?
I have to wonder if, at some point, someone inside Apple's boardrooms has raised their hand and said "Should we really be making so many of these considering how much we're planning to charge?" It's starting to feel as though Apple is totally oblivious to the fact that there is a point where the cost of buying premium devices stops being worth it — and the last thing it needs is millions of unsold iPhone Ultras gathering dust in Apple Store backrooms.
We're not going to find out how this situation will play out until after the iPhone Ultra is released later this year. Who knows, maybe my concerns are unfounded, and these things will be flying off the shelves faster than Apple can restock. Then again, we could just end up with another Vision Pro fiasco on our hands.
Let me know what you think in the comments. Would you pay $2,500 for an iPhone Ultra foldable?
Follow Tom's Guide on Google News and add us as a preferred source to get our up-to-date news, analysis, and reviews in your feeds.
More from Tom's Guide
