[DigitalToday reporter Yoonseo Lee (이윤서)] Apple may present a new lineup led by premium models at its iPhone launch event this fall.

The iPhone models expected to be unveiled in September could be reshaped into three: the iPhone 18 Pro, iPhone 18 Pro Max and the iPhone Ultra, which is being cited as Apple's first foldable model, IT outlet NineToFiveMac reported on Aug. 22 local time. If so, Apple would put out a lineup focused on higher-end products instead of four similar models it has previously introduced together.

The iPhone 18 Pro is expected to feature a smaller Dynamic Island, a 2-nanometre A20 Pro chip, an Apple C2 modem, longer battery life and a major camera upgrade. The larger-screen iPhone 18 Pro Max could keep the traditional iPhone design and three rear cameras while significantly increasing battery capacity.

The iPhone Ultra is seen as the biggest change in this year's lineup. It is expected to be a book-style foldable with a 5.5-inch outer display and a 7.8-inch inner display, a slim titanium body, Touch ID instead of Face ID, and dual rear cameras. On performance, a crease-free display and A20 Pro performance are being discussed.

Pricing was cited as an entry barrier. The starting price could be around $2,000, or about 2,759,000 won, or higher. That structure suggests differentiation in the display and form factor, while trade-offs could come in price and camera configuration.

If Apple adopts this configuration, consumer choices are expected to split clearly. The iPhone 18 Pro and Pro Max would likely target demand focused on familiar usability, battery and camera improvements, while the iPhone Ultra would likely aim at premium demand for a new form and a wider screen.

The trend also suggests a shift in Apple's product strategy. If the lineup is streamlined toward a higher share of top-end models, the focus of competition could move from simple performance gains to form-factor differentiation and a reshaping of price bands. In particular, if a foldable iPhone is actually released, the competitive landscape within the high-end market that the Pro and Pro Max have covered could also change.

All details so far remain pre-launch speculation. It remains to be confirmed until the announcement whether Apple will actually release only three flagship models at a September event, whether the foldable model's name will be finalised as iPhone Ultra, and whether a price above $2,000 will materialise. Market attention is focused on how much Apple will change its premium strategy with its first foldable iPhone, rather than on performance improvements to existing Pro models.