Apple is set to unveil its highly anticipated foldable iPhone Ultra, a project that has been in development for a decade, at an event this week. New CEO John Ternus will showcase this innovative device, which is expected to retail for over $2,000, making it potentially one of the most expensive iPhones ever. While fans are excited about its features, reports indicate that early production may be limited to a few hundred units per day, which could make availability an issue. Additionally, concerns have been raised regarding the design potentially introducing new health risks, and there are speculations about missing features like Face ID to achieve a thinner profile. As Apple enters the foldable market, it faces stiff competition from established players like Samsung, and its strategic shift toward premium devices comes with the risk of alienating budget-conscious consumers.