Apple Poised to Introduce Foldable iPhone and Price Hikes

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Apple Poised to Introduce Foldable iPhone and Price Hikes

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Reports from Bloomberg’s Mark Gurman indicate that an iPhone price increase is likely, with some analysts suggesting the iPhone 18 Pro could start around $1,199.

Apple is reportedly preparing for significant product announcements and changes this fall, including the introduction of its first foldable iPhone, anticipated price increases for new iPhone models, and a reorganization of its retail stores to accommodate new home devices.

The highly anticipated foldable iPhone, internally referred to as the “iPhone Ultra,” is expected to debut at an event around September 9. This device is rumored to feature a 5.5-inch outer display and a 7.8-inch inner display, adopting a book-style folding design. Early testers have reportedly praised its pocket-friendly design, durable hinge, and iPad-like app layouts that leverage the larger internal screen. However, it may lack a telephoto lens and utilize Touch ID integrated into the side button rather than in-display Face ID, a compromise to achieve a thin profile when unfolded. The starting price for the iPhone Ultra could range from $2,000 to $2,500.

Alongside the foldable, Apple is expected to launch the iPhone 18 Pro and iPhone 18 Pro Max. Price hikes are anticipated for these new iPhone models, potentially around 9%. This follows earlier price increases for Macs and iPads in June 2026, which saw an average rise of about 23%, and an iPhone price increase in Japan in July 2026. The increases are attributed to rising costs for memory and silicon components, a trend also observed with Samsung and Google, who have already raised prices on their latest phones by approximately $100.

In preparation for new product launches, Apple is also reportedly making changes to its retail stores. These adjustments will focus on the “Avenues” — the perimeter walls in newer stores used to display accessories and devices like HomePod and Apple TV. This reorganization is expected to make room for refreshed HomePod mini and Apple TV 4K models, and potentially a new, more significant home device, possibly a “Home Hub.”

Regarding smartwatches, while the Apple Watch Series 12 and Ultra 4 are expected to receive performance-based updates and health/fitness enhancements, a major design overhaul is not anticipated in 2026. Apple’s industrial design team is reportedly exploring new directions for future smartwatches, including different screen sizes, circular displays, or even models without displays.

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