Apple is on the eve of a major special event, and expectations have rarely been higher for a single product introduction. After years of speculation, leaks, and supply chain chatter, the company is widely expected to unveil its first foldable iPhone. A new report offers the most detailed look yet at the decade-long development process, including the surprising role that former Apple CEO Tim Cook played in pushing it forward. The reporting also provides fresh clarity on how much the device could cost when it finally reaches customers.

The Decade-Long Development

According to the report, Apple engineers first began working on the foldable iPhone project around 2016. That timing places the early prototype work near the launch of the original iPhone SE and the iPhone 7 era, long before foldable screens became common in the smartphone industry. Samsung had already begun experimenting with flexible display technology, but Apple’s approach was known to be more cautious. The company traditionally waits until a technology is mature enough to meet its standards for performance, durability, and user experience.

The development process was reportedly not smooth or linear. There were years of false starts, changes in design direction, and debates over whether Apple should build a foldable iPhone at all. Some inside the company believed that a foldable iPad would make more sense as a first step, allowing Apple to test the technology in a larger format where battery life and internal space are less constrained. Others wanted to move straight to an iPhone-sized foldable, arguing that the smartphone was still the center of Apple’s ecosystem and the product people would actually buy.

Cook’s involvement became a turning point. The report explains that around 2020, Cook returned from a business trip to China unusually energized by what he had seen. Foldable phones were already far more common in Asian markets, particularly in China, and Cook reportedly saw them everywhere. He returned to Cupertino and began telling colleagues that Apple needed to be in that space. That moment effectively shifted the project into higher gear.

Tim Cook’s Unusual Involvement

One of the most striking details in the report is how rare it was for Cook to get directly involved in the conception of a new product. During his time as Apple’s chief executive, Cook was primarily known as an operator and supply chain mastermind, not as a product visionary in the way that Steve Jobs had been. Jobs personally shaped products with a singular eye for design and detail, while Cook focused on making Apple’s massive global business run more efficiently. That division of labor is one reason why Cook’s sudden enthusiasm for foldable phones carried such weight inside the company.

According to one person familiar with the situation, Cook’s passion helped change the direction of Apple’s work from something niche to something that could reach a mainstream audience. Rather than begin with a foldable iPad, Apple turned its focus to creating a foldable iPhone. The report quotes one insider as saying that Cook was the earliest and biggest champion of the project, and that he saw foldable devices everywhere in Asia, which convinced him that Apple needed to play in this space.

This level of involvement from Cook is significant because it shows how much the company believes the form factor is a strategic necessity. Foldable phones have been sold by competitors for years, and some market observers have begun to question whether Apple missed the window. But with Cook personally backing the project, Apple’s engineering teams were given the resources and permission to make it a priority.

From Foldable iPad to Foldable iPhone

One of the most interesting revelations is that Apple’s first instinct was not to build a foldable iPhone but a foldable iPad. That idea makes sense in many ways. A larger display offers more room for engineers to design a reliable hinge mechanism, and a tabletop or laptop-sized device would not need to be as compact when folded. A foldable iPad could also create a new category of productivity devices that might eventually replace traditional laptops for some users.

However, Cook’s exposure to the Asian smartphone market changed that calculus. In China and elsewhere, foldable phones have often been positioned as premium status symbols, with many consumers using them as their primary device. The screens may fold, but the phones are still pocketable. Cook reportedly did not want Apple to offer a secondary device that would only appeal to niche buyers. He wanted a device that could be the next iPhone, not just an accessory to the Mac or iPad.

That strategic shift explains why the device has reportedly been named iPhone Ultra. The name is meant to signal that this is not merely an experiment but a flagship product in Apple’s smartphone lineup. It also suggests that Apple may eventually offer multiple foldable models, with the Ultra serving as the premium entry point before lower-cost versions become available in later generations.

Pricing and Positioning

Pricing has been a major topic of debate both inside Apple and among analysts. According to the report, Apple initially targeted an entry-level price of $1,999 for the foldable iPhone. That figure would have already placed the device far above the standard iPhone lineup. But most recently, rising component costs have forced Apple to shift its goal upward to $2,199. The report says that various options were considered in recent weeks and that the global memory shortage has caused Apple to blow past its original cost targets.

Some larger-storage configurations of the device could approach $3,000. That price point would place Apple in entirely new territory for a smartphone. To put that in perspective, the standard iPhone currently starts at $799, while the iPhone 17 Pro begins at $1,099. Even the most expensive iPhone models available today rarely exceed $1,600. A $2,199 starting price would represent a significant jump, and a near-$3,000 maximum configuration would make the iPhone Ultra one of the most expensive mainstream consumer electronics products in the world.

Apple is expected to use several pricing strategies to make the device more palatable to customers. Trade-in programs, carrier subsidies, and monthly installment plans are likely to play a central role. Even so, the high price will likely limit initial sales to early adopters and loyal Apple enthusiasts who want to own the newest technology as soon as it launches. Over time, Apple could introduce a lower-cost foldable model, but that may not happen for at least a year or two after the Ultra debuts.

What the Foldable iPhone Will Offer

Beyond pricing and development history, the report confirms some expected features of the device. The foldable iPhone is expected to have a book-style design that opens like a small laptop, with an external display for quick tasks and a larger internal display for immersive experiences. Apple has reportedly spent considerable effort improving the hinge mechanism, which has been the weakest point on many Android foldable devices. The company is also expected to use advanced display technology to reduce visibility of the crease that appears where the screen folds.

Software integration is another area where Apple’s foldable could stand apart. Rumors suggest that iOS will be optimized for the larger internal display, allowing apps to run in a split-screen mode or adapt dynamically to the changing screen size. Developers will need to update their apps to take advantage of the foldable form factor, but Apple’s strong developer ecosystem could make that process smoother than it has been for Android competitors.

Battery life and camera quality are also expected to be top-tier, as they are on every modern iPhone. Some reports have suggested that the foldable iPhone could include a larger battery than any previous iPhone, necessary to support the huge foldable display. The camera system is likely to include Apple’s latest computational photography features, along with improvements to the telephoto lens and low-light performance.

Competitive Landscape

Apple’s entry into the foldable market comes after several years of competition from companies such as Samsung, Google, and Chinese manufacturers. Samsung has released multiple generations of its Galaxy Z Fold and Galaxy Z Flip devices, and each generation has improved in durability and price. Google recently entered the market with the Pixel Fold, which received favorable reviews for its compact design. Meanwhile, Chinese brands like Huawei, OnePlus, and Xiaomi have pushed the boundaries of foldable technology with thinner bodies, faster charging, and innovative multitasking features.

Foldable phones still represent a relatively small percentage of the overall smartphone market, but the category is growing. Research firms estimate that foldable smartphone shipments have increased significantly over the past few years, and consumer interest continues to rise as prices come down and durability improves. Apple’s entry into the market could accelerate mainstream adoption in the same way it did with smartwatches and wireless earbuds. The foldable iPhone is expected to attract not only existing iPhone users but also Android users who have been waiting for a foldable device with Apple’s polish and integration.

Apple also faces a unique challenge with its supply chain. Foldable displays and hinges are far more complex to manufacture than traditional components, and Apple’s history with new display technologies raises real questions about how many units will be available at launch. If supply is limited, the initial price could remain high, and customers may face long shipping delays.

Tim Cook’s Legacy and the Future

Tim Cook will no longer be Apple’s CEO by the time the foldable iPhone reaches consumers, as the event comes after his departure from that role. Yet the report makes clear that the device is a significant part of his legacy. Cook’s willingness to champion a new product category, even late in his tenure, shows that he was not simply preserving Apple’s existing business. He was still trying to shape its future.

For Apple, the foldable iPhone represents more than just a new product. It is a signal that the company remains willing to take risks in order to redefine a category it helped create. It also comes at a moment when the smartphone market is maturing, with fewer upgrades happening each year. A foldable iPhone, with its higher price and new functionality, could give customers a reason to upgrade more often and spend more money.

There are also financial implications. If the iPhone Ultra succeeds, it could generate substantial revenue growth for Apple and help offset slowing sales of traditional iPhones. The higher price tag means that even modest unit sales could produce meaningful revenue. But if the device fails to catch on because of its price or durability concerns, it could become a cautionary tale for other companies looking to enter the market.

The coming days will reveal whether Apple’s bet on a foldable iPhone has paid off in the eyes of early customers and reviewers. The device has been in development for more than a decade, and its final form reflects not just engineering decisions but also changing market dynamics and the personal commitment of Apple’s longtime leader. With prices now expected to start at $2,199 and rise to nearly $3,000 for premium storage models, the foldable iPhone is clearly designed for a select segment of the market. But history shows that Apple has often entered new categories at a premium price and then gradually expanded its reach.

Apple is expected to debut the iPhone Ultra tomorrow, and excitement around the announcement is building. The event will take place at Steve Jobs Theater, where Apple has introduced its most important products over the past decade. The foldable iPhone will join that lineage, and its success or failure may well shape Apple’s product roadmap for years to come.

Source: 9to5Mac News