While former CEO Tim Cook was better known for his operations and supply chain prowess, despite entire new product categories like the Apple Watch, AirPods, M-series chips, and Vision Pro spawning under his watch, it turns out the iPhone Ultra was mostly his brainchild, even if he won't be on stage to unveil it.
The foldable push
A new Bloomberg story chronicles the years leading up to tomorrow's iPhone Ultra reveal. While Apple had been researching foldables long before Samsung announced the first Galaxy Fold in 2019, it was Cook who pushed the company to pull the trigger.
Cook's 2020 trip to Asia, where foldable phones were already everywhere, proved to be the impetus the company needed to shift from brainstorming to active development.
It will be a bittersweet moment for Cook to watch a product he championed being introduced by new CEO John Ternus tomorrow while he cheers from the crowd.
Why did Apple wait this long to launch a foldable?
23 Votes
Going for a foldable iPhone before a foldable iPad
While Apple's engineers, designers, and executives were initially working on an iPad mini that unfurled into a full-sized tablet, Cook nudged them toward a foldable phone instead.
Though Cook mostly oversaw finances and supply chain, leaving hardware development to the product experts, he took a personal interest in the iPhone Ultra.
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The device is codenamed V68 and was initially slated to start at $1,999. Spiking memory prices could push the base model up to $2,199, while top-tier configurations could near the $3,000 mark.
Apple envisioned a passport-sized device that unfolds into Magic Trackpad-like proportions. The 7.8-inch inner screen is built for watching content and multi-tasking, while the 5.5-inch outer display is comfortable to hold and stow away in a pocket.
The squat design means some compromises had to be made, such as leaving out the telephoto unit and including a smaller battery.
Building a foldable phone is no walk in the park, which is where Ternus, formerly Apple's hardware chief, shines. An engineer at heart, Ternus taking on a product as complex as the iPhone Ultra is a fitting debut for his first event as CEO.
While the project began under Ternus' predecessor, Dan Riccio, it was Cook and Ternus who used their clout to push it to completion. That was no small feat, given Apple's exacting requirements.
The company eventually settled on a titanium-and-aluminum hinge system and a custom cover glass co-created with Corning to minimize the crease, which gives the product a leg up over rival products.
Another clear differentiator is Apple's control over its ecosystem. Many Apple apps have been tweaked for the foldable, as has iOS for better adaptability.
Now comes the big test
The Samsung Galaxy Z Fold 8. | Image by PhoneArena
Though Apple reportedly settled on the short-and-wide design back in 2023, Samsung and Xiaomi beat it to the punch with their own takes. Samsung's Galaxy Z Fold 8, released last month, is selling so fast that Samsung had to divert parts from next year's line to keep up. Meanwhile, the Xiaomi 18 Fold launched just yesterday and has already seen a 310% surge in early demand.
Vice President of Xiaomi Group Xu Fei says the Xiaomi 18 Fold is selling like hot cakes. | Image by Gizmochina
The market's appetite for a squat foldable paired with latent demand for a bending device running iOS bodes well for iPhone Ultra sales. But there is one problem.
It's going to be the biggest redesign in iPhone history, though that doesn't mean it will move the needle on foldable sales. Only 22.9 million foldable phones will reportedly be sold this year, making up a paltry 2.29% of total shipments.
Still, Apple will be playing its part, with estimated sales of 7 million to 10 million units this year.
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Anam Hamid is a computer scientist turned tech journalist who has a keen interest in the tech world, with a particular focus on smartphones and tablets. She has previously written for Android Headlines and has also been a ghostwriter for several tech and car publications. Anam is not a tech hoarder and believes in using her gadgets for as long as possible. She is concerned about smartphone addiction and its impact on future generations, but she also appreciates the convenience that phones have brought into our lives. Anam is excited about technological advancements like folding screens and under-display sensors, and she often wonders about the future of technology. She values the overall experience of a device more than its individual specs and admires companies that deliver durable, high-quality products. In her free time, Anam enjoys reading, scrolling through Reddit and Instagram, and occasionally refreshing her programming skills through tutorials.
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