Apple’s Foldable iPhone Ultra Could Redefine the Market and Consumer Choices

Apple is preparing to launch the iPhone Ultra, its first foldable phone. IDC estimates the device’s average selling price at $2,550, a figure that already exceeds most analysts’ early leak estimates.

The foldable segment has struggled recently, with shipments slowing down. IDC predicts Apple will sell more than 17 million iPhone Ultras by the end of 2027, generating over $45.7 billion in revenue. The average price could rise further for higher‑storage models.

“Apple’s entry into the foldable market has done more than reignite growth in a category that was losing momentum,” said Nabila Popal, Senior Research Director of IDC Worldwide Quarterly Mobile Phone Tracker. “It has fundamentally altered the market’s trajectory.”

IDC projects Apple will capture around 40 % of the global foldable market and account for more than half of the total value of foldables. Popal added that Apple is positioned to challenge Huawei and Samsung for leadership in markets they have long dominated, an extraordinary outcome for a product expected to be less than two years old.

If Apple’s pricing and volume forecasts hold, the iPhone Ultra could revive a lagging category, push rivals to innovate, and ultimately give consumers more choices and potentially lower prices across the smartphone market.

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