Apple to Unveil Foldable iPhone Ultra on September 9

Apple Inc. will unveil its first foldable smartphone, widely dubbed the iPhone Ultra, during a special event on September 9 at its California headquarters. The device is expected to feature passport-like proportions with an inner screen comparable in size to an iPad mini. This move marks Apple's entry into a segment led by Samsung Electronics, which has dominated the market since 2019.

A CNET survey conducted by YouGov found that 25% of U.S. adults are interested in a foldable Apple device, with the highest interest among Gen Z and millennials. While survey respondents indicated an average willingness to spend $781, industry analysts project a much higher price point. IDC predicts an average selling price above $2,550, while analyst Ming-Chi Kuo estimates a starting price between $2,299 and $2,499.

Despite a contracting overall smartphone market, foldable shipments are forecasted to rise 12.6 percent. IDC forecasts that Apple could capture 31 percent of the foldable market in its first year, shipping more than 10 million units. This potential scale could expand the category beyond the niche following currently held by competitors like Samsung, Google, and Motorola.