Summary created by Smart Answers AI
In summary:
- Macworld reports that Apple is expanding its ‘Ultra’ branding across multiple product lines, including a foldable iPhone Ultra, MacBook Ultra with OLED touchscreen, and potentially an iPad Ultra.
- The iPhone Ultra represents Apple’s first foldable phone, expected to launch in September as a premium device separate from the iPhone 18 lineup, with shipping potentially delayed to early 2027.
- This Ultra expansion signifies Apple’s strategy for flagship products with advanced features and higher price points, similar to the Apple Watch Ultra positioning.
Apple is rumored to be introducing one of the biggest upgrades to the iPhone lineup ever this year, with the debut of its first foldable phone. While many members of the press have taken to calling this device the “iPhone Fold,” Macworld has received information that corroborates reports that Apple will instead opt for the “Ultra” brand for its new iPhone model.
According to a source familiar with Apple’s plans, the company seems set on expanding its Ultra branding with the new flagship iPhone arriving this fall. Furthermore, our source says Apple is also likely to bring the Ultra branding to the Mac as well.
The iPhone Ultra is coming
At this point, it has become clear that Apple is indeed planning to launch its first foldable iPhone later this year. Rather than replacing the Pro models, which are also set to receive an upgrade this fall, the foldable iPhone will be marketed as a higher-end model of Apple’s smartphone line.
Because of this, many people have been wondering what Apple will call its foldable iPhone. While “iPhone Fold” might seem like the most obvious choice, Apple is expected to go with “iPhone Ultra” as the marketing name for the new phone, according to our sources.
The iPhone Ultra will be unlike any iPhone Apple has ever sold.
Foundry
This isn’t the first time we’ve heard this name, nor is it the first time Apple has used the Ultra name. If true, this would be a significant expansion of the Ultra line. In 2022, Apple launched the Apple Watch Ultra and the M1 Ultra chip. In both cases, “Ultra” means the best (and consequently the most expensive) option available.
Our sources also told us that the iPhone Ultra won’t technically be part of the iPhone 18 lineup, which means it won’t have the number 18 in its name, similar to last year’s iPhone Air. However, the iPhone Ultra is expected to be the marquee announcement at the iPhone 18 Pro event in September. According to our source, Apple is working hard to ship the iPhone Ultra alongside the iPhone 18 Pro models this fall without major delays. However, the Ultra models may still hit stores a few weeks later and in smaller quantities.
Unlike previous years, Apple won’t upgrade the base iPhone and iPhone Air this fall, shifting those models to the first half of 2027 alongside the iPhone 18e.
A MacBook Ultra is also in the works
Interestingly, the iPhone Ultra isn’t the only new “Ultra” product Apple has been working on. Our source reports that the upcoming OLED touchscreen MacBook will also use the Ultra branding rather than joining the MacBook Pro line. Like the iPhone Ultra, the MacBook Ultra name has previously been rumored by Bloomberg and other outlets.
The main reason for the Ultra branding is likely similar to the iPhone Ultra: This new MacBook will cost significantly more than the current MacBook Pro and offer an entirely new feature set than the existing models. Therefore, Apple plans to keep the MacBook Pro as a more affordable option for those who don’t need the latest technologies. I
As for the launch, Apple had been planning to release the MacBook Ultra later this year, but the launch is likely to be pushed back to the first half of 2027 due to the recent RAM supply shortage.
The MacBook Ultra could join the lineup in early 2027.
Ida Blix
Could AirPods and iPad Ultra be next?
Along with the iPhone and MacBook, the Ultra branding could also apply to the rumored high-end version of the AirPods with built-in cameras, as well as the M5 Ultra expected to arrive with the Mac Studio. And if Apple is serious about turning Ultra into a new cross-product tier, the iPad is the obvious next candidate.
Rumors of a larger, potentially foldable iPad have been circulating for years. Bloomberg’s Mark Gurman reported in his weekly Power On Newsletter that this particular device has been a “priority” for Apple’s new CEO, John Ternus.
Like the iPhone and MacBook, an iPad Ultra would be a more expensive and more experimental device. In that context, the “Ultra” brand also seems like a perfect fit.
