Apple’s iPhone 18 Pro price set above $1,399 as foldable iPhone Ultra limited to 10 million panels

Apple is expected to launch the iPhone 18 Pro in September with a starting price above $1,399, driven by a near‑fourfold rise in DRAM costs and a more expensive camera system. Analysts estimate the new flagship will cost between $1,300 and $1,400, a notable increase from the previous generation.

The company’s first foldable phone, referred to as the iPhone Ultra, is projected to retail for more than $2,500, placing it in the luxury segment. Production plans suggest Apple has ordered roughly 10 million OLED panels for the foldable model, far fewer than the about 90 million panels slated for the iPhone 18 Pro lineup, indicating a limited initial supply. Samsung Display will be the exclusive supplier for the foldable’s panels, while the standard iPhone 18 Pro panels will be sourced from both Samsung and LG Display.

These developments mark a shift in Apple’s pricing strategy, with component cost increases now being passed on to consumers, and signal a cautious market entry for its new foldable technology.