Apple’s most anticipated event of the year, “Surprise and Shine,” just wrapped up in Cupertino, and it’s one for the history books. The headline? Apple finally pulled the wraps off its first-ever foldable iPhone, dubbed the iPhone Ultra (though some rumors had it as the iPhone Duo), alongside two new flagship models: the iPhone 18 Pro and iPhone 18 Pro Max.
iPhone Ultra: Apple’s Foldable Leap
The iPhone Ultra is a bold step for Apple—a book-style foldable featuring a 5.5-inch cover display and an impressive 7.8-inch main screen when open. At just 4.5mm thick unfolded and around 9mm folded, it’s thinner than an iPad Pro and not much bulkier than the Pro Max. The device’s titanium frame and sleek design are sure to turn heads, but so will its price: market analysts, including TrendForce, peg the starting cost at over $2,000. That’s a hefty premium, and early reports suggest getting your hands on one at launch could be tricky due to limited availability.
The Ultra is drawing comparisons to an “iPad mini cut in half” rather than the elongated Android foldables already on the market. While we don’t have a confirmed list of specs yet, the device sets a new standard for premium Apple hardware. India is expected to be in the first wave of markets for the Pro models, but Ultra’s initial rollout may be more limited.
iPhone 18 Pro & Pro Max: Camera Upgrades and Pricing
The regular iPhone 18 will skip this event and is pushed to early 2027, making today all about the Pro models. The iPhone 18 Pro and 18 Pro Max arrive with rumored variable aperture cameras—possibly exclusive to the Pro Max—continuing Apple’s recent trend of reserving headline camera features for its top-tier phone. This year, higher memory costs could mean price bumps for both Pro models. While specific US pricing hasn’t been confirmed, leaked estimates show the iPhone 18 Pro starting above last year’s $1,099 mark.
Apple also teased a sky blue color for the iPhone 18 Pro—a subtle nod to the event’s invitation—and maintained a $100 price gap between the Pro and Pro Max, keeping the latter as the “bang-for-the-buck” choice for many.
Beyond iPhones, Apple introduced the Apple Watch Series 12 (with a ceramic case option back in the mix), Apple Watch Ultra 4, and AirPods 5 with the new H3 chip. The company hinted at upcoming smart home products and an updated Apple TV, though those seem destined for another event later this year.
With John Ternus at the helm as Apple’s new CEO, this event didn’t just break Apple’s product pattern—it redefined what customers can expect from the next decade of iPhones. As the dust settles, the big question is whether consumers are ready to shell out over $2,000 for a piece of Apple’s foldable future.
