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Samsung published a promotional message welcoming Apple to the foldable phone market just hours before Apple's anticipated launch event, where a foldable iPhone is rumored to debut. The post emphasized Samsung's Galaxy Z Fold as 'the world's lightest fold,' positioning the company as the established leader in the category.
A new report suggests Apple's upcoming foldable phone, launching today, will be called the iPhone Duo rather than the previously rumored iPhone Ultra. The device is expected to lack certain premium features found in the iPhone 18 Pro Max, such as a telephoto lens, variable aperture, and Face ID.
Apple is holding a keynote widely expected to unveil its long-rumored foldable iPhone Ultra, alongside possible reveals of iPhone 18 Pro models, an Apple Watch Series 12, and potentially an Ultra 4. Leaks from Bloomberg and accessory makers like Dbrand, which had already listed cases for the unannounced device, fueled speculation ahead of the event.
Ahead of Apple's expected launch event, new reports detail final specifications for the rumored foldable iPhone Ultra. Bloomberg says Apple raised its target starting price from $1,999 to about $2,199 due to component costs, with top storage models potentially nearing $3,000, while leaks point to Touch ID instead of Face ID, MagSafe support, and a reduced but still visible hinge crease. The device is also expected to launch later in China than elsewhere because of its eSIM-only design.
Case maker Dbrand has already listed close to 50 grip cases for the rumored foldable iPhone Ultra, even though Apple hasn't officially unveiled the device. The phone is widely expected to debut at Apple's September 9 event, with a foldable design similar to the Samsung Z Fold or Google Pixel Fold and a price tag potentially exceeding $2,000.
Apple is set to hold an event expected to unveil between six and nine new products, headlined by its first foldable iPhone, the iPhone Ultra. Reports suggest the device could cost more than $2,000, with top configurations reaching $3,000, making it a flagship rather than a volume seller.
A new Bloomberg report says Apple began exploring foldable iPhone technology around 2016, but Tim Cook's personal enthusiasm after a trip to China in 2020 redirected the project toward a foldable phone rather than a foldable iPad. Rising component costs, partly driven by a memory shortage, have reportedly pushed Apple's internal pricing target from $1,999 up to $2,199, with higher-storage models potentially nearing $3,000.
Counterpoint Research projects global foldable phone shipments will exceed 100 million units this year, with Apple entering the category via the iPhone Ultra and quickly capturing a quarter of the market—putting it second behind Samsung and ahead of Huawei. The firm expects Apple's share to climb to 40% the following year, surpassing Samsung. Separately, Xiaomi has launched its book-style 18 Fold in China just a day before Apple's own hardware event.
An Android Authority writer who has used both Android and iPhone devices for over a decade discusses rumors of Apple's first foldable phone, dubbed the iPhone Ultra. The author outlines five features—including a crease-free display—that would be necessary for them to consider fully switching from their Android device to Apple's foldable.
In a new episode of 9to5Mac Overtime recorded at IFA Berlin, host Fernando Silva discusses an anticipated iPhone Ultra along with five other products Apple is expected to unveil at its upcoming 'Awe Dropping' launch event. The episode also promotes a free cybersecurity summit and a sponsor's password management tools.
Xiaomi debuted a new foldable smartphone at IFA in Berlin featuring a passport-style design with a 5.38-inch outer display and a 7.58-inch inner screen. The device uses a custom three-link hinge for durability and marks the first phone to run Xiaomi's own XRing 03 processor. A CNET reporter who got hands-on time praised the build quality and near-invisible crease, though noted stiff competition looms from Samsung's Galaxy Z Fold 8 and Apple's rumored foldable iPhone.
Apple's September event this Wednesday is expected to introduce three new high-end iPhones: the iPhone 18 Pro, iPhone 18 Pro Max, and a first-ever foldable model dubbed iPhone Ultra priced above $2,000. The base iPhone 18 and an Air successor are reportedly being delayed until early 2027, leaving this year's lineup focused entirely on premium devices.