Apple's iPhone Ultra needs to do more than flash its logo to beat Samsung and Google

Apple's anticipated iPhone Ultra foldable phone faces significant competitive pressure from Samsung and Google, requiring more than brand recognition to justify its $2,000+ price point—particularly in software innovation and optimized user experience for the expanded display. The success of this device will depend critically on custom iOS features, proper app scaling, and a thoughtful multi-app workflow experience, areas where no manufacturer has yet achieved market leadership. IT leaders should monitor this product category as foldable devices may eventually reshape enterprise mobility strategies and BYOD policies.