We have previously heard that Apple’s first foldable iPhone would not come cheap, and anything below the $2,000 mark would have been somewhat acceptable. However, it appears that the company is aiming for a price far greater than we were expecting. According to Bloomberg’s Mark Gurman, the device could cross the $2,000 mark in the United States, which would instantly put it in a completely different class from the rest of the lineup.
Apple Could Be Using Price To Keep The Foldable Exclusive At First
The price tag is significantly higher, and it would convince most users to stick to the standard and the Pro models. Even if the iPhone 18 Pro price increases by $100, it would still be significantly cheaper than the foldable, and it could be by design.
The premium price tag for the foldable could suggest that the company may not be trying to turn it into a mainstream iPhone right away. Apple could be using the first version to test demand at the very top of the market while keeping the product intentionally limited and premium.
Henceforth, the rumored price should not be looked at in isolation, as it could be part of the company’s market testing phase. If the company is working on a standalone iPhone Ultra strategy, the foldable may be the clearest sign yet that the company wants a new tier above the Pro models rather than a direct replacement for them. The company could be testing the same approach with its MacBook Ultra, which was rumored a few weeks ago.
Don’t take it the wrong way, the iPhone Fold would still sit alongside the rest of the lineup, but with a price and identity built around exclusivity. Moreover, the device’s launch strategy could be similar to the Vision Pro, which came at a whopping $3,499, and its demand has remained limited.
The Foldable iPhone May Be About Positioning More Than Volume
The hardware details being discussed in the report also point in the same direction. Gurman says that the device is expected to open like a book, with a 7.7-inch inner display and a 5.3-inch outer screen, which gives Apple room to position it as something more ambitious than a normal yearly upgrade. It also lines up with the broader push toward a more premium foldable iPhone design rather than a safer, low-cost entry.
The company’s decision also adds more context to the wider foldable iPhone launch timeline, which has made the product feel less like a quick experiment and more like a carefully staged expansion of the iPhone lineup. If Apple really does go ahead and increase the price, it would also pose a challenge for the company to justify the cost. Do you think the price will be set below the $2,000 mark, or are early rumors just building the hype?
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