Despite being late to the foldable phone market, the rumoured Apple iPhone Ultra is poised to leverage existing successes and Apple's ecosystem to potentially overcome early challenges.

• The device is expected to adopt a proven book-style fold design, similar to Samsung's latest models, which have received positive market reception.
• Apple benefits from a vast existing library of iPhone and iPad apps, potentially solving the software scaling issues that have plagued Android foldables.
• With the Vision Pro headset's underwhelming launch, the iPhone Ultra is seen as a critical new product category for Apple, especially under John Ternus.
• Potential challenges include a high estimated price point (over $2,000), design execution, and battery life compared to competitors like the Samsung Galaxy Z Fold 8.