If this is not how Apple presents the iPhone Ultra, perhaps it should be. A YouTuber has produced a concept video showing how the new device might be used, and launched.

It will probably be September 9, 2026 when John Ternus presents the long-awaited foldable, the iPhone Ultra. He'll do it in a pre-recorded video that will definitely be slick, and definitely persuade you to want to buy.

What it won't be is the new video that is being circulated as a concept. While it does have an on-screen credit for a voiceover by John Ternus, it doesn't even try to mimic his voice.

Whereas it does very well mimic the style of video that Apple has been making since it stopped doing iPhone launches live. In color grading, lighting and general pacing, "Introducing iPhone Ultra" by Gunho Lee is evocative of the first Apple Vision Pro videos.

For a video that is very clear it is not a real Apple ad, this 65-second sequence puts hoaxers to shame. The iPhone Ultra shown in it not only looks perfectly realistic, but the use of it feels natural.

As an unnamed actor goes through his day, the iPhone Ultra is put through some of its paces. It's taken out of a pocket, it's opened up, and unlocked with Touch ID.

Then it's shown displaying a film, working across two apps, and being used to take a phone call.

There's even a truly Apple-esque moment where the iPhone Ultra floats up out of the actor's hand and we see an exploded view of its insides. This really is a remarkable piece of work with the detailing on the hinge absolutely convincing.

What's a little less convincing, and will probably be better with the real product, is when it's being used open. The wide display is excellent but the actor looks a little awkward trying to balance it while using two apps.

Then one odd thing is that at no point is the front display shown. Given the extraordinary detailing on the hinge shots, it can't be for lack of ability.

It's also not for lack of practice. The same artist recently made a shorter and less detailed "launch video" for the product, although that didn't show the front screen either.

And the same designer has also produced another very different but recognizably Apple-style video for the expected HomePod with a screen.