iPhone Ultra gets glowing reviews already – there's just one thing you should be aware of

We don't have long now until Apple finally lifts the lid on its first foldable phone. The iPhone Ultra has been rumoured for months (if not years) and is almost certainly going to be the main focus of the company's annual September launch presentation.

We expect that to take place around 9 September (with an on-sale date likely a couple of weeks later), and it's becoming ever more clear that this could be a groundbreaking new direction for the brand.

Indeed, it is reported that several people have seen the foldable already, and are giving it glowing reviews. Bloomberg's resident Apple expert, Mark Gurman, claims to have spoken to them and they've been largely positive.

"People who have tried the Apple model like how it fits in a pocket, the feel and durability of the advanced hinge mechanism, and the new iPad-like app layouts that take advantage of the larger internal display," he writes in the latest edition of his Power On newsletter.

They also waxed lyrical about its use as a "camera viewfinder", but there's a caveat – it also lacks a telephoto lens.

No telephoto on the iPhone Ultra

That could sway those considering upgrading from an iPhone Pro or Pro Max model. The Pro phones will be refreshed at the same time – with the iPhone 18 Pro and 18 Pro Max expected – and if the photography tech is of particular interest, either might be a better bet.

As Gurman also states, considering the iPhone Ultra is predicted to cost at least $2,000 / £2,000, it could deter those looking for the best hardware, rather than the most innovative.

The similarly sized and shaped Samsung Galaxy Z Fold 8, which also launch recently, is about $300 / £300 cheaper. And while that too lacks some of the camera features of the Galaxy Z Fold 8 Ultra, it reflects that in the price.

Still, this is a new category for Apple and will undoubtedly appeal regardless of some omissions. Yes, the cut-back camera could irk some, while the reported lack of Face ID might be lamented too, but the form factor could be more than worth it.

We'll find out for sure in the coming weeks.