September is expected to be packed with events, especially on the 8th or 9th, when Apple’s new CEO John Ternus will host his first presentation. At the event, Apple plans to unveil the Apple Watch Series 12, a new version of the Apple Watch Ultra, as well as the iPhone 18 Pro and iPhone 18 Pro Max. Additionally, the first foldable iPhone is anticipated to be announced, which may be called the iPhone Ultra. However, according to recent reports, the launch of the foldable iPhone could be delayed by several weeks.

Comparison with the iPhone X Launch

The situation with the release of the foldable iPhone is reminiscent of the iPhone X launch nearly a decade ago. Back then, the device was introduced alongside the iPhone 8, but pre-orders only began a month and a half later, with sales starting even further down the line. Industry analysis suggests that the foldable iPhone may only become available in the fourth quarter and will be released in limited quantities for an extended period. This could spark increased interest from resellers looking to profit from selling the device at inflated prices.

Expected Prices and Sales Volumes

The recommended retail price for the foldable iPhone is estimated to be between $2,300 and $2,500, which is higher than previously forecasted. If the device is in short supply, resale markups could reach 50–100%. Demand is expected to outstrip supply at least until the end of the year. Unlike the iPhone X, sales are not projected to exceed 20 million units. Estimates suggest that in the second half of 2026, around 7–8 million foldable iPhones will be sold, mainly due to the high price and manufacturing challenges.