technology

Apple iPhone Ultra: A Costly Investment With Significant Depreciation

Published on 09/08/2026 10:58 in technology • Linda Jackson

The first foldable iPhone is reportedly less than three months away from becoming official. It appears the device will be called the Apple iPhone Ultra, and it's expected to be the most expensive iPhone ever released.

Price and Potential Depreciation

The rumored price of the foldable iPhone ranges between $2,000-$2,400, with models featuring 1TB or 2TB of storage potentially costing up to $2,799. Don't expect to quickly recoup your investment by selling it. According to SellCell, the largest smartphone and electronics trade-in price comparison site in the US, foldable phones lose 65% more value after 12 months than traditional smartphones.

A SellCell study of phones released in 2024 shows that the average foldable depreciates by $997.69 compared to $605.32 for a typical candy bar phone after a year. The Samsung Galaxy Z Fold 6 (1TB) dropped an incredible $1,479.99, retaining only 34.5% of its launch price after 12 months. The 2024 Moto Razr+ (256GB) had the lowest value retention at 28.5%.

Value Retention Across Brands

Value Retention Across Brands

Overall, looking at a chart of 10 foldable models tracked for a year, the average foldable loses 64.6% of its value after 12 months compared to 55.3% for traditional smartphones. If the iPhone Ultra is priced at $2,400 at launch, it might be valued at only $849.60 after 12 months.

Conversely, nine of the top ten phones retaining the highest valuation after 12 months were iPhones, led by the iPhone 16 series, which retained 51.5% of its value. If the iPhone Ultra retains value like the iPhone 16 line, it could be worth $1,236 after a year.

Potential Value Range

Potential Value Range

This creates a wide range of possibilities. Depending on whether the iPhone Ultra depreciates like other foldables or more like a standard iPhone, it could be valued between $849.60-$1,236 after one year. If priced at the lower end of the rumored range ($2,000), the value could fall between $708 and $1,030 after a year.

Brand Retention Rates

SellCell computed the average retention rate for major brands:

  • Apple: 51.5%
  • OnePlus: 46.8%
  • Google: Pixel 9 (40.8%), Pixel 9 Fold (37%)
  • Samsung: Galaxy S25 (39.5%), Galaxy Z Fold 6 & Z Flip 6 (35.7%)
  • Motorola: 24.5%

Price Doesn't Guarantee Value

Buying an expensive phone doesn't guarantee it will retain more value. The 1TB Galaxy Z Fold, the priciest phone in the study, has an MSRP of.