Apple is reportedly already planning a third-generation foldable iPhone, despite the fact the company is yet to even launch its first foldable. 

According to reports, the company’s roadmap points to a 2028 launch for the third-generation iPhone Ultra, which suggests Apple is committed to foldables, seeing it as a long-term product category rather than a one-off experiment. 

Though we are yet to see the first gen, Apple is reportedly looking at larger displays for the foldable iPhone Ultra 3 foldable model, potentially increasing the device’s appeal as a smartphone/tablet hybrid. 

The first-generation foldable is expected to establish Apple’s basic foldable design and technology. Subsequent generations are then likely to focus on refinement, durability, display technology and manufacturing efficiency.

The first foldable iPhone, which is expected to be launched this year, is rumoured to have a 7.8-inch inner display and a 5.5-inch cover display, an ultra thin design, Touch ID,  the A20 chip and a C2 modem, all under the name iPhone Ultra. iPhone Ultra 2 has reportedly been formally approved and will likely be launched in September 2027. 

When it comes to foldables, Samsung has already established itself as one to watch. The company has spent years developing Galaxy Z Fold and Z Flip products and currently has a substantial head start in the category.

With Apple set to enter the foldables market, it could dramatically increase consumer awareness and acceptance and potentially expand the overall market, rather than simply taking a share from Samsung.

With Apple holding a large customer smartphone customer base, the new device has the potential to move foldables from a niche premium offering into the mainstream.