Apple could be starting a new ‘Ultra’ product tier that goes beyond the iPhone: report
Apple has used the Ultra name before, but rather selectively. The Apple Watch Ultra arrived in 2022, the M1 Ultra chip followed, and both times Ultra meant the most capable and most expensive option available. Now, according to a Macworld report, Ultra is becoming a cross-product tier that could eventually span iPhone, MacBook, iPad, and AirPods.
iPhone Ultra
The foldable iPhone has been an open secret for a while but what hasn’t been clear is what Apple plans to call it. iPhone Fold has been the assumed name, but Macworld’s source says Apple is going with iPhone Ultra instead.
Show Full Article
The naming reflects how Apple wants to position it. The Ultra will not replace the Pro models, which are getting their own upgrades this fall as part of the iPhone 18 lineup. It sits above them as a separate product entirely and will not carry the number 18 in its name, similar to how last year’s iPhone Air was handled.
Apple is working to ship the iPhone Ultra alongside the iPhone 18 Pro at the September event, though it may arrive in stores a few weeks later and in limited quantities. Also worth noting is that the base iPhone and iPhone Air will not be updated this fall, with those models pushed to early 2027 alongside the iPhone 18e.
MacBook Ultra and everything else that could follow
The same source says the upcoming OLED touchscreen MacBook will also carry the Ultra name rather than joining the MacBook Pro family. It will cost significantly more than the current Pro lineup and offer features the existing models do not, so Apple is keeping the MacBook Pro as the more accessible tier. The MacBook Ultra had been targeted for later this year but is now expected to slip to early 2027 due to a RAM supply shortage.
Beyond that, the Ultra branding could extend to AirPods with built-in cameras and the M5 Ultra chip for the Mac Studio. The iPad is also a natural next candidate. Rumours of a larger, potentially foldable iPad have circulated for years, and Bloomberg’s Mark Gurman has reported that such a device has become a priority for incoming Apple CEO John Ternus, who takes over from Tim Cook on September 1st.
The September event is shaping up to be one of the more significant Apple launches in recent memory. The iPhone 18 Pro will be the practical, more available choice at launch. The iPhone Ultra will be the headline product but harder to get initially and priced well above the Pro.
For MacBook buyers eyeing the OLED model, that is a 2027 launch at the earliest. The current MacBook Pro remains the sensible choice for now. The Ultra devices anyway are expected to sit above current Pro models in both features and pricing. Mainstream buyers are unlikely to need to wait for these models, given potential supply constraints and staggered launches.
