Apple’s first foldable iPhone is expected to headline Wednesday’s “Surprise and Shine” event, but the product itself is not a last-minute bet. According to Bloomberg News’ Mark Gurman, the company spent about a decade studying folding displays and related hardware before bringing a book-style phone to the stage.
Gurman reports that Apple’s hardware engineering teams were examining foldable phones, screens, and components well before Samsung’s first Galaxy Fold arrived in 2019. Early thinking inside the company included a device closer to an iPad mini that opened into a larger tablet. That path shifted after then-CEO Tim Cook returned from a 2020 trip to Asia “unusually energized” by how many people he saw using foldables from Samsung, Huawei, and others. He pushed Apple to move faster and to make a foldable iPhone, not a foldable tablet, the priority. One person familiar with the work told Gurman that Cook was “the earliest and biggest champion” of the project.
The work began under former hardware chief Dan Riccio and later continued under John Ternus, who now leads the company. Engineers focused on four difficult problems: making the crease less visible, making the hinge last, creating flexible cover glass for the inner screen, and exploring under-display cameras. Designers compared the closed device to a passport and the open device to a Magic Trackpad. The rumored layout is a wide book-style phone with about a 5.5-inch outer display and a 7.8-inch inner display.
Price was always going to be part of the story. Gurman writes that Apple first aimed for a $1,999 starting price — just under the $2,000 line, in the same way the iPhone X launched at $999. Rising component costs, including the memory shortage, later pushed internal discussions toward about $2,199. Higher-storage versions could approach $3,000. Apple expects sticker shock, Gurman reports, but concluded that customers already paying near $2,000 for loaded iPhones would accept an even more expensive foldable. Internally, the product is often called the iPhone Ultra.
The device is expected to appear Wednesday alongside the iPhone 18 Pro and Pro Max. If Gurman’s reporting holds, it will be the largest change to the iPhone’s physical form since the product launched in 2007.
MacDailyNews Take: Regardless of price, Apple will not be able to make enough. The foldable iPhone will be supply-constrained for months, so, if you want one of the first ones, get your pre-order(s) in as soon as Apple starts taking them!
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