The foldable iPhone is set to arrive within roughly a month, and attention is already turning to its successors. Apple reportedly views foldables as an important part of its future, which is why it plans to make forthcoming iPhone Ultra models larger.
According to Apple insider Mark Gurman, the iPhone Ultra 3, potentially launching in the autumn of 2028, will feature a bigger display. This suggests the 2027 foldable will remain largely similar to this year’s model, while also indicating that Apple is willing to respond to consumer desires.
Bigger displays, but not the whole story
Screen size has repeatedly proven influential in the smartphone market. Larger handsets are generally considered more desirable and tend to outsell smaller models, something Apple is well aware of.
The iPhone 12 mini and iPhone 13 mini struggled to sell despite a loyal online following, while demand consistently favoured the largest available iPhone, making the Pro Max models highly popular. However, size alone does not guarantee success. The iPhone 14 Plus and its two successors did not perform much better than the mini range, and were also discontinued. Pro Max phones, by contrast, continued to sell strongly, demonstrating that buyers weigh more than dimensions.
Consumers do not simply choose the biggest phone available. They opt for devices that feel like good value. The iPhone 17 Pro Max fits that description: it may be the most expensive iPhone, yet it packs the full range of Apple’s features, including a large, high-quality display. The iPhone 16 Plus faltered because it was too expensive for what it offered, and its larger size could not offset that.
Price remains the defining barrier
The primary reason foldable smartphones have not become extremely popular is their cost. Foldables are widely regarded as appealing but prohibitively expensive, which raises questions over whether the iPhone Ultra will prove significantly more popular than the iPhone 16 Plus or the iPhone Air once initial excitement fades.
A larger iPhone Ultra 3 in 2028 may not change that dynamic, as rival manufacturers have already demonstrated. The Galaxy Z Fold 7, Pixel 10 Pro Fold and numerous other book-style foldables are larger than the Galaxy Z Fold 8 and the expected iPhone Ultra, yet none has become a mainstream device.
The common factor is that these handsets have consistently ranked among the most expensive smartphones available. The current focus on display size therefore addresses a secondary concern rather than the central obstacle facing wider adoption.
Apple’s first foldable iPhone is expected to launch within approximately one month, with the iPhone Ultra 3 tipped for the autumn of 2028.
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Image: phonearena.com
