‘Most people don’t wake up wanting to buy a foldable’: I'm convinced Apple’s iPhone Ultra will finally make foldables mainstream — but not because of the hardware
Apple’s first foldable iPhone — expected to be called the iPhone Ultra — still exists mostly in rumors, supply chain whispers, and analyst notes, but the prospect already feels less niche than it did a year ago.
There’s clearly an appetite among iPhone owners for something new. Apple's yearly upgrades have become smoother, faster, and more polished, but also more familiar. Better cameras, brighter screens, and faster chips are nice and definitely still matter, but they rarely change the basic shape of the thing in your pocket.
I’m not convinced that the form factor itself is what will make Apple's debut foldable succeed, though. Samsung, Google, Motorola, OnePlus, Oppo, and others have already proved that foldable phones can be impressive, useful, and surprisingly refined. Apple won’t be arriving in a category that needs rescuing. Its advantage is simpler than that.
If the iPhone Ultra goes mainstream, it...
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