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Apple prepares for iPhone 18 Pro and Ultra launch by expanding its reach

Apple is gearing up for a more focused and potentially much more expensive iPhone launch this fall. 

For starters, the cheaper base iPhone 18 is being saved for spring. That leaves the more expensive Pro models and Apple’s first foldable iPhone Ultra to carry September, with higher-than-usual starting prices expected.

Here’s how Apple is already preparing to make the sticker shock more palatable for new customers and upgraders.

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A live iPhone launch seems unlikely, but the event could be live-lier this year

A live iPhone launch seems unlikely, but the event could be live-lier this year | Photo shows the rainbow arches in the middle of Apple Park

Bloomberg’s Mark Gurman stirred things up a little with what was likely a deliberately teasingly-phrased tweet. Some took this to be a reference to a live iPhone keynote presentation instead of a pre-recorded one.

That seems unlikely, but there are a couple of reasons for suspecting that the live elements may be livelier this year …

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As iPhones get more expensive, T-Mobile launches new 3-year plan

As iPhones get more expensive, T-Mobile launches new 3-year plan | Promotional graphic shown

While claims of a $1,399 starting price for the iPhone 18 Pro may be exaggerated, there’s no doubt at all that we are going to see steep price increases for this year’s lineup.

Apple has already prepared the ground for the resulting sticker shock with the new Apple Upgrade program, and now T-Mobile is responding with the launch of a new 3-year payment plan …

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iPhone Ultra timing remains unclear as ‘final production adjustments’ made

iPhone Ultra timing remains unclear as 'final production adjustments' made | Render shows iPhone Ultra concept

The exact launch timings of the iPhone Ultra remain unclear as a new supply chain report says that Foxconn is making “final adjustments” to the manufacturing process. It follows an earlier report stating that mass production had begun.

Recent reports indicate that Apple will unveil the new folding iPhone at its September event, but that initial availability may be limited …

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Samsung has just given us a preview of the creaseless iPhone Ultra display

Samsung has just given us a preview of the creaseless iPhone Ultra display | Galaxy Z Fold 8 Ultra shown

One of the reported reasons for Apple taking such a long time to introduce a folding iPhone is that the company was unhappy with the very visible crease and vulnerability of earlier generations of flexible screens.

Display partner Samsung finally solved this to Apple’s satisfaction, and the launch of the Korean company’s latest folding smartphone has now provided a preview of what we can expect from the iPhone Ultra display …

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Limited initial availability of the iPhone Ultra may be a feature, not a bug

Limited initial availability of the iPhone Ultra may be a feature, not a bug | Image shows a render of the device

After conflicting reports about when the iPhone Ultra would launch, there’s now a clear consensus that it will be announced in September alongside the iPhone 18 Pro.

It does, however, look likely that Apple may adapt the iPhone X strategy of announcing it in September and having it go on sale a little later, and a report yesterday suggested that launch availability may be very limited …

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