On September 19, 2025, Apple introduced its new iPhone lineup at a store in Shanghai, unveiling a bold strategy to capture the luxury smartphone market. The tech giant plans to launch the iPhone Ultra, priced at $1,999, aimed at attracting affluent consumers while preserving the pricing of its existing models.
As the smartphone market faces saturation, Apple is shifting its focus to a high-end segment. This strategy entails isolating the iPhone Ultra for the top five percent of its global user base, utilizing premium materials and advanced technology to enhance its appeal. Meanwhile, the iPhone 18 Pro and iPhone 18 Pro Max will retain their traditional price points of $1,099 and $1,299, respectively, to maintain core customer engagement.
With the introduction of the iPhone 17 Pro, Apple had previously adjusted the entry-level price to $1,049, while enhancing storage options. This price point is now fixed, and Apple will absorb the rising costs of components to remain competitive against Android devices. Overall, the company aims to balance high margins with the demand for premium offerings in a changing market landscape.