After years of only incremental upgrades, the iPhone may be entering a bold new era.

This year, fans of the iconic brand can expect the ultra-thin iPhone 17 Air and major design changes to the Pro line. Most notably, the iPhone Ultra might make its first-ever appearance.

Looking ahead, Apple is also expected to launch its first foldable iPhone next year - a dual-purpose device that can operate like a regular iPhone when closed and function like a mini iPad when unfolded.

However, the foldable device is unlikely to come cheap.

According to two highly credible sources - Mark Gurman and Ming-Chi Kuo - the iPhone Fold is expected to start at around $2,000 or more.

For those familiar with the foldable smartphone market, this price isn’t far from the industry standard. For instance, the Samsung Galaxy Z Fold starts at $1,899. But in comparison to current iPhone prices, $2,000 represents a significant leap.

The most expensive model today is the iPhone 16 Pro Max, which starts at $1,199. So if the rumors are true, Apple would be increasing the price from $1,200 to $2,000 (or higher) in just a single product generation.

Pricing predictions are always challenging for market analysts, but $2,000 seems reasonable when viewed alongside other foldable phones. This potential price point may be yet another reason Apple plans to release the iPhone 17 Ultra this year.

A litmus test for the ultra-premium segment

Speculation suggests that Apple may rename the iPhone 17 Pro Max as the iPhone 17 Ultra.

The upcoming model is rumored to be thicker to accommodate a larger battery, feature a smaller Dynamic Island, and introduce a new vapor chamber cooling system to improve heat dissipation.

Historically, the Pro and Pro Max models have shared similar configurations, but this year could mark a departure from that norm. If true, rebranding the Pro Max as the Ultra would be a logical move.

Launching both the iPhone 17 Ultra and the ultra-thin iPhone 17 Air would result in one of the most exciting iPhone lineups in years. More importantly, the Ultra model could serve as a market test for higher pricing strategies.

If Apple were to introduce the iPhone 17 Ultra at around $1,499, and it performs well in the market, it would give the company confidence to launch the iPhone Fold at $1,999 without too much concern about consumer backlash.

On the other hand, if sales of the Ultra model fall short compared to traditional Pro Max versions, Apple would gain valuable insight into pricing sensitivities.

This kind of market data will be critical as Apple finalizes its pricing strategies for next year, especially with the debut of the iPhone Fold - and possibly a completely new model. With so many transformative releases expected over the next 18 months, Apple needs to navigate its pricing carefully.

The iPhone 17 Ultra could prove to be more than just a fan favorite - it might provide Apple with the data it needs to price its first foldable iPhone appropriately and shape the future of the iPhone in a new era.

Apple is expected to unveil its new iPhone lineup this September, in line with its annual tradition. The upcoming models include the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the ultra-thin iPhone 17 Air.

Hai Phong