[Digital Today reporter Jinju Hong (홍진주)] Apple may present a premium-focused lineup that differs from past releases at its new iPhone launch this autumn. It may focus on three models, excluding a lower-priced model: iPhone 18 Pro, Pro Max and iPhone Ultra, which is being discussed as the first foldable iPhone.

NineToFiveMac, an IT media outlet, reported on Aug. 7 local time that Apple may reshape its September iPhone lineup around flagships, moving away from the usual approach of unveiling four models with similar positioning at the same time.

The most notable change is that the standard iPhone could be omitted. Apple has previously introduced standard and Pro models together, but analysts say it could sharpen differentiation between devices by focusing on the higher-priced range this year.

The iPhone 18 Pro is expected to keep broadly to the existing iPhone design while improving key specifications. It is being discussed with a smaller Dynamic Island, an A20 Pro chip based on a next-generation 2-nanometre process, Apple's next C2 modem, better battery life and a major camera upgrade.

The iPhone 18 Pro Max is also likely to maintain the existing large-screen iPhone design and a three rear-camera setup. It may instead add a larger battery as a differentiator for the Pro Max.

The biggest change this year is the iPhone Ultra, known as the first foldable iPhone. The iPhone Ultra is reported to be in development as a book-style foldable smartphone. The external display is expected to be about 5.5 inches and the internal screen about 7.8 inches. It is expected to provide an experience closer to a large-screen tablet when unfolded, while being usable like a standard smartphone when folded.

It has also been suggested that Apple could apply a slim design using titanium to reduce thickness. Another expectation is that Touch ID could be included instead of Face ID, a core feature of existing iPhones. The rear camera may have 2 lenses, fewer than Pro models.

Performance is expected to be at the A20 Pro level. It may also apply technology to minimise, or make less noticeable, screen creases, one of the biggest issues for foldable displays.

The problem is the price. The iPhone Ultra's starting price is being discussed at around $2,000 or higher. That is much higher than typical flagship smartphones and could be a significant barrier for consumers who want a new foldable form factor.

Compromises are also expected in the camera setup. While the iPhone 18 Pro and Pro Max are expected to keep a traditional three-camera system, the foldable model could reduce the number of rear cameras due to constraints from thickness and internal structure.

The iPhone 18 Pro and Pro Max, by contrast, are expected to be more familiar choices for existing iPhone users. By improving the processor, modem, battery and camera without major design changes, they have the advantage of not requiring users to adapt to a new form factor.

In particular, the Pro Max could further strengthen the advantages of a large-screen, high-performance model through a higher-capacity battery. That could target consumers who value stable usability and battery life over a foldable's novel form.

If the outlook is correct, Apple's iPhone strategy would also change. Rather than releasing multiple models with slightly different screen sizes and camera performance, it would put forward a Pro line that refines the existing design and a foldable line with a completely new form factor at the same time.

For consumers, selection criteria could also change. A setup could emerge in which those wanting better performance while keeping the iPhone experience choose the iPhone 18 Pro or Pro Max, while those wanting a new screen form and usage experience choose the iPhone Ultra even if it means accepting a high price.

Still, the outlook is based on rumours ahead of an official announcement, and the actual lineup, names and launch timing may differ. In particular, it remains to be confirmed through Apple's official announcement whether the foldable model will use the name iPhone Ultra and whether a price around $2,000 will materialise.

If Apple does introduce a premium-focused September lineup that excludes the standard iPhone, this year's iPhone launch is expected to be a turning point that goes beyond a simple generational update and changes product strategy itself.