Rafomac News, Tech & Trends That MatterApple hasn’t even released the first iPhone Ultra yet, but work on the third generation is already underway. Along with early leaks of the Ultra’s colors and fresh financing options, it’s clear Apple is betting big on its foldable future.
Why Is Apple Already on the Third Gen iPhone Ultra?
The news that Apple is working on the third generation of its iPhone Ultra—before the first has even launched—might sound surprising. But this early development fits Apple’s usual product cycle. The company starts designing and testing new iPhone models years ahead, going through rigorous phases: engineering validation testing (EVT), design validation testing (DVT), product validation testing (PVT), and finally mass production (MP). This long road explains why prototypes for the second and third generation Ultra models are in progress.
According to leaker Mark Gurman, the first iPhone Ultra is expected to land this September, followed by a second generation in 2027 and a third in 2028—all around the same month. The third generation promises bigger displays both inside and out, marking a natural evolution of the foldable form factor. This suggests Apple isn’t treating the Ultra as a one-off experiment but as a major line they intend to develop over several years.
What Do We Know About the iPhone Ultra Colors?
Early leaks from Sonny Dickson reveal two color options for the iPhone Ultra: silver and a dark blue shade that closely resembles the colors of the upcoming iPhone 17 Pro. Notably, the usual black option is missing, which has disappointed some fans who prefer a classic matte black finish. Still, Apple has a history of launching “one more thing” products with limited colors, just like the original iPhone X that came only in silver and space gray. If you are a fan of subtle tones, silver might be your best bet this time.
What About Display Costs and Pricing?
Behind the scenes, Apple is negotiating cheaper OLED panel prices for the iPhone 18 Pro Max. They’re aiming for around $70 per panel—a 20% drop from what they currently pay. Suppliers LG and Samsung might ultimately supply them for about $66.50 each. Keep in mind, the foldable display in the iPhone Ultra will likely be far more expensive. Combined with rising RAM and storage costs, the Ultra is expected to reach the $2,000 price point or even exceed it.
How Is Apple Changing the Upgrade Game?
In a notable shift, Apple recently replaced its long-running iPhone Upgrade Program with a new leasing option called Apple Upgrade in partnership with Klarna. This program extends beyond iPhones to cover iPads, Macs, and Apple Watches. Customers can lease devices for 1-3 years depending on the product, with options to return, buy, or upgrade at the end of the lease. Monthly costs start at $17.99 for iPhones and $24.99 for Macs, with trade-ins further reducing payments—and a 3% cashback if you use the Apple Card.
While outright buying and reselling devices can be cheaper, Apple is banking on consumers preferring affordable monthly payments and staying locked into their ecosystem. For a $2,000 foldable iPhone, $80 a month might seem easier to manage than a lump sum.
Trade-In Values on the Rise
Apple has quietly raised trade-in prices for many devices. A working iPhone 16 Pro, for instance, now fetches $630—up from $560. MacBook Pro trade-ins jump by $165, and even Apple Watches get a modest $10-$20 bump. While this sounds like good news, it’s likely linked to rising retail prices, especially for iPhones and Apple Watches.
Price Hikes and Service Updates
Despite some hardware price hikes, Apple Music subscription fees have increased too: from $10.99 to $11.99 monthly, family plans jumped from $6.99 to $9.99, and student plans rose from $5.99 to $6.99. Though these seem incremental, they add up annually.
Emergency SOS Expands, Tim Cook Prepares Exit
On the positive side, Emergency SOS via satellite is now available in Andorra and Iceland, useful for users in places with little or no cellular coverage—especially Iceland’s vast remote areas. Lastly, Tim Cook led his final earnings call on July 30, reflecting on Apple’s extraordinary growth since 2011: a leap from $108 billion in annual revenue back then to over $109 billion in a single recent quarter. The leadership baton now passes to John Ternus, who is set to lead Apple into its next chapter.
