Apple's First Foldable iPhone Ultra Set to Debut in September, Launching First in the U.S. with Taiwan Possibly Delayed

Apple (AAPL-US) may soon launch its first foldable smartphone, but global consumers are unlikely to be able to purchase it simultaneously. Latest reports suggest that Apple is planning to unveil a foldable iPhone, internally codenamed 'iPhone Ultra,' in September 2024. The initial rollout may follow a phased strategy, launching first in the United States, with other markets following over the subsequent months.

Supply and Pricing as Key Considerations

An unnamed Chinese component supplier revealed that Apple is delaying the launch in certain overseas markets primarily due to supply volume and product pricing. Since the iPhone Ultra marks Apple's first entry into the foldable smartphone market, the device features an entirely new body design, and initial production capacity may be limited.

Sources also claim that some units already in production are still encountering testing issues. However, AppleInsider remains skeptical of this claim, as previous reports indicated that manufacturing challenges for the foldable iPhone have already been resolved, and development remains on track for a September launch.

Australia May Not Be in the First Wave

Australian media outlet Channel News cited local telecom providers saying the iPhone Ultra will not launch in Australia alongside the iPhone 18 series. If true, this means some markets outside the U.S. may have to wait several months before gaining access to Apple's first foldable smartphone.

It remains unclear which countries, besides the U.S., will be included in the initial launch. Apple has not yet officially announced the product name, pricing, or release date.

Phased Launch Is Not Unprecedented

Apple has previously adopted similar strategies when launching new product categories. For example, the Apple Vision Pro was initially sold only in the U.S., with gradual expansion to overseas markets like the UK and Australia in the following weeks.

The Apple Vision Pro, due to its complex structure and limited initial output, was launched in a single market first. Apple may similarly control the initial shipment volume of the iPhone Ultra and gradually expand sales based on production capacity and market demand.

Initial Orders Expected to Reach 10 Million Units

Although the initial order volume for the foldable iPhone is lower than that of mainstream iPhone models, Apple appears confident in market response.

Latest rumors indicate that the company has increased iPhone Ultra orders to 10 million units, surpassing earlier estimates of 7 to 8 million.

Supply chain sources also suggest that Apple has already begun planning future models, with a potential third-generation foldable iPhone expected as early as 2028. This implies that Apple does not view foldable smartphones as a one-off experiment, but rather as a product line intended for long-term development.