A new report suggests that Apple is extremely cautious about demand expectations for its most expensive smartphone, the iPhone Fold (or iPhone Ultra). The company is reportedly telling its production partners to plan for significantly lower orders than initially expected.

The report also notes that Samsung has gained a significant concession from Apple by leveraging its technological advantage in advanced foldable displays...

Initial Shipment Expectations Lowered

The Elec reports that Apple initially expected to sell around 10 million units at launch, but has now told its production partners that they need to produce about 3 million units.

This article suggests that Apple has learned from its Vision Pro experience and acknowledges that there could be a similar market reaction to an extremely expensive foldable iPhone; it is noted that only very early adopters may be willing to purchase the first model.

The starting price of the iPhone Ultra is expected to be between $2,000 and $2,400.

Samsung Foldable Display for iPhone Ultra

The reason it has taken Apple eight years to launch its first foldable phone is its dissatisfaction with the fragility of existing foldable displays and the visibility of the crease. It wanted these two issues resolved before launching the first foldable iPhone.

Apple typically prefers to work with multiple suppliers for key components; display orders are usually split among Samsung, LG, and China's BOE. However, it is reported that only Samsung has been able to meet Apple's quality requirements for the iPhone Ultra display.

The Cupertino company would like to bring in other display partners when they catch up, but a new report indicates that this will not happen for Apple's most expensive iPhone yet.

Samsung Secured a Three-Year Exclusive Deal

The Elec states that Samsung has managed to negotiate a contract that will grant it the rights to produce displays for the iPhone Ultra for three years.

Apple has agreed to source foldable smartphone organic light-emitting diode (OLED) panels exclusively from Samsung Display for the next three years. The agreement will be valid for three years during which Apple will not use foldable panels from other display suppliers. The exclusive arrangement was proposed by Samsung Display, according to sources familiar with the matter.

Samsung's technological advantage has put it in a strong negotiating position, but the report also notes that it wants to maintain its investment in iPhone-specific production lines necessary for producing the displays.

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