Apple is expected to launch the iPhone 18 lineup on September 9, featuring Pro models with price increases and a new foldable device likely called the iPhone Ultra. According to Citi, the foldable flagship will start above $2,000, while the Pro models may cost $200 more than previous versions.
The upcoming iPhone 18 family is serving as a primary catalyst for component suppliers, according to a supply-chain preview from Citi. With shares trading at $328.21, the market is bracing for a launch on September 9 that introduces both price hikes and a fundamental shift in hardware form factors.
The iPhone Ultra: Foldable Hardware and Price Point
At the center of the new lineup is Apple’s first foldable device, which Citi reports will likely be named the iPhone Ultra. The bank expects the starting price for this flagship to exceed $2,000.
The device is projected to feature an inner foldable display equipped with an OLED cover and ultra-thin glass. Hardware specifications include dual front and dual rear cameras. Face ID, the decade-old biometric authenticator and standard across all iPhone models, will be missing from a flagship iPhone for the first time since 2017.
Users will instead use a Touch ID sensor embedded into the power button, similar to the iPad. Because the operating system relies on biometric authentication for sensitive tasks—including Apple Pay, App Store purchases, and Apple Passwords—users with moist fingertips or those wearing gloves may find themselves manually entering your iPhone’s passcode countless times per day.
Beyond biometrics, the iPhone Ultra may omit several established features. Reports indicate the device will exclude the mappable Action button, which allows users to run custom shortcuts, menus, and conditionals. The device may also lack MagSafe support, which would remove the ability to use StandBy mode and attach accessories such as power banks, wallets, tripods, and kickstands.
iPhone 18 Pro: Variable Aperture and Pricing Shifts
While the Ultra targets the ultra-premium segment, the iPhone 18 Pro and Pro Max models are seeing their own upgrades. Citi notes that these models are expected to be priced roughly $200 higher than their predecessors.
Technical upgrades across the range include the A20 chip and an Apple-designed modem. Specifically for the Pro and Pro Max, Apple is expected to introduce a variable-aperture main camera. This feature allows users to control the depth of field for more balanced photography—a capability that will be absent from the iPhone Ultra.
While the Pro models boast three advanced rear lenses for wide, ultra-wide, and telephoto shots, rumors suggest the iPhone Ultra will drop the telephoto lens entirely. This change would downgrade the maximum digital zoom from 40x to around 10x, barring users from taking crisp shots of faraway subjects.
Supply Chain Gainers and Component Constraints
Citi highlighted a preference for major share and content gainers, including:
- TSMC and Kioxia
- Luxshare and Amphenol
- Lens Tech, Sunny, and Largan
- AAC, Alps Alpine, and Lingyi
Despite the growth potential, the foldable flagship introduces production risks. Citi warns that suppliers tied to the foldable device may face extended lead times and tight initial supplies for specific structural parts, vapour chamber heatsinks, and batteries.
This launch follows a period of underperformance for the supply chain during the restocking window from June to August. Analysts expect a rally in the sector leading up to the September 9 debut, followed by potential profit-taking once the devices hit the market.
Comparing the Pro and Ultra Specifications
| Feature | iPhone 18 Pro / Pro Max | iPhone Ultra (Foldable) |
|---|---|---|
| Estimated Price | ~$200 increase over previous | Above $2,000 |
| Biometrics | Face ID | Touch ID (Power Button) |
| Main Camera | Variable Aperture | Dual Rear (No Variable Aperture) |
| Zoom Capability | Advanced Telephoto | Max ~10x Digital Zoom |
| Controls | Action Button | No Action Button |
The immediate catalysts for the sector now depend on initial shipping schedules, initial sales, and subsequent order adjustments as Apple moves toward the September 9 launch.
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