The High Stakes Launch of the Apple iPhone 18 Pro, Ultra The upcoming launch of the iPhone Ultra on September 9 marks a pivotal moment for Apple, as it attempts to balance innovation with affordability.
By pushing back cheaper models to spring 2027, Apple has left its autumn lineup at the premium end of the range, raising questions about its exit strategy.
The iPhone Ultra's high price point – expected to increase by $1,200 to $3,600 over last year's equivalents in dollar terms – risks alienating budget conscious customers.