The foldable iPhone Ultra might have a problem on launch day

This year is an exciting one for iPhone users: new Apple CEO John Ternus will unveil the foldable iPhone Ultra shortly after taking office in September. However, the highly anticipated event and the subsequent days might be marred with a problem for the company’s new flagship.

A September launch to remember

Ternus will assume his role as CEO of Apple on September 1. Less than two weeks later, he will be on stage to announce the launch of the iPhone Ultra, a massive jump up from the iPhone Air which he showed off last year.

This is very deliberate on Apple’s part: what better way to cement a new CEO’s importance in the public eye than to have him unveil the company’s most ambitious phone in ages?

One small problem, though

In his newsletter Power On, Apple insider Mark Gurman reveals that the iPhone Ultra might be hard to find at first. The days following its launch will likely have devoted Apple fans scouring the shelves at stores to find a unit that hasn’t already been sold.

This, says Gurman, will be due to supply chain complexities. Recent months haven’t been kind to the tech industry as a whole, and that will likely be reflected in the availability of the iPhone Ultra for a short period after its launch.

It will pump demand for the iPhone Ultra

If this does come to pass, then the iPhone Ultra will be an even more sought-after item this year than anticipated. Gurman believes that, despite the expected $2,000+ price tag for Apple’s foldable phone, the iPhone Ultra will be a very hot commodity.



Supply should start meeting demand a little while after launch as the most diehard Apple fans get their hands on an iPhone Ultra first and then leave some for us.

A repeat of the Galaxy Z TriFold?

I can’t help but draw a parallel to the Samsung Galaxy Z TriFold, which costs $2,899.

When it first launched stateside, it sold out in mere minutes. After Samsung rushed to ramp up development, it stopped selling nearly as well. The Galaxy Z TriFold was discontinued soon after.

However, the excellent Galaxy Z Fold 7 started at $1,999 too, and that phone sold really well. If Apple can price its foldable iPhone the same, then there’s no reason for it not to destroy sales expectations this year.

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