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 It is now mid-August, meaning that Apple's annual iPhone event is just around the corner. Below, we take a look at when the event might be held this year.
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 Apple's foldable "iPhone Ultra" may get a Vision Pro-style staggered country-by-country launch over several months, with initial availability limited to the U.S. market, according to an Australian publication.
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 Google raised the price of its latest smartphones compared to last year, and the increase may hint at what Apple will do with the iPhone 18 Pro models.
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 Google today announced new products that compete with Apple devices like the iPhone and the Apple Watch. There are new Pixel smartphones with AI capabilities, a new foldable, and new wearable devices.
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 The leaker known as "Ice Universe" today shared images and a hands on video of screen protectors for Apple's rumored "iPhone Ultra," and the leak appears to confirm two of the most discussed details about the foldable's front design.
— Ice Universe (@UniverseIce) August 11, 2026
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Apple is in the process of tweaking its business models to cope with the unyielding memory price and availability crisis. Its response is now emerging across multiple fronts.
Finance or lease
The company's recently-introduced Apple Upgrade scheme in partnership with Klarna is a smart response to the reality that as devices inevitably become more expensive, consumers will shift from outright ownership to flexible lease and financing arrangements. With its partnership, Apple continues to generate revenue while also maximizing the likelihood customers will return the product at EOL, more about which later.
Samsung and Google have introduced similar schemes. "Financing models already dominant in India and Africa are now poised to reshape the US and European markets," said CCS Insight in a presentation exploring the consequences of the memory shortage.
Downgrade
Apple has seen a lot of success with the iPhone 17 this year. That success wasn't entirely because it's such a good smartphone; it also reflects consumers making the decision to purchase lower-specced devices to stay within budget. Apple continues to see
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