Devices · 1h ago
iPhone Ultra limited launch may be intentional scarcity play
Apple is expected to announce the iPhone Ultra alongside the iPhone 18 Pro in September, but initial availability may be very limited. The strategy echoes the iPhone X launch, where supply constraints created demand. Analysts suggest this could be a deliberate move to manage hype and production ramp-up.
Meridian48 take
The limited availability narrative conveniently masks supply chain challenges while fueling exclusivity — a classic Apple playbook.
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Limited initial availability of the iPhone Ultra may be a feature, not a bug →
9to5Mac
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