Is the base model just a flagship in name? Apple and Samsung shift to a Pro- and Ultra-centric lineup

Smartphone makers are shifting further toward premium models as component costs rise and demand for high-end devices grows.

Samsung may reserve UFS 5.0 for the Galaxy S27 Ultra and Pro, while keeping the base model on lower specs.

Apple is also expected to limit some features in the iPhone 18 base model, reinforcing a tiered lineup strategy.

The result could be a weaker position for standard flagship phones and a broader shift in consumer choice toward Pro and Ultra models.

Meanwhile, the foldable market is gaining momentum on expectations that Apple will eventually enter the category.