Apple has reportedly secured the names iPhone Ultra and MacBook Ultra for its upcoming flagship products.
For many years, Apple has been the trendsetter in naming conventions within the smartphone sector, and now it has determined that ‘Pro’ is no longer sufficient for the top tier.
An exclusive report from Macworld states that the company is extending its Ultra branding beyond the Apple Watch and Mac chips, with plans for both an iPhone Ultra and a MacBook Ultra reportedly underway.
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What is the iPhone Ultra?
Speculation regarding the iPhone Ultra or Apple’s first foldable has been circulating online for some time. This report lends more credibility to the name. However, it also indicates that Apple will not categorize the foldable iPhone within the iPhone 18 range, making it a separate lineup (similar to the iPhone Air).
When Apple unveils the iPhone Ultra, likely during its launch event in September 2026, it will take the leading position in the iPhone lineup, altering the existing hierarchy.
While the iPhone 18 Pro and iPhone 18 Pro Max will be regarded as the top traditional models, the iPhone Ultra will be the sole foldable variant commanding a higher price.
Luke Larsen / Digital Trends
What is the MacBook Ultra?
The MacBook Ultra is anticipated to be a groundbreaking touchscreen OLED MacBook, positioned above the current MacBook Pro models in terms of both features and pricing. It may be equipped with the M6 Pro and M6 Max chips developed using TSMC’s 2nm fabrication process.
There are also rumors of a Dynamic Island on the display, a thinner body compared to the existing MacBook Pro models, and a more robust hinge built to withstand frequent touch input.
Initially, the MacBook Ultra was slated for late 2026; however, due to the global memory shortage, its launch has reportedly been postponed to early 2027.
Rachit Agarwal / Digital Trends
What are the limits of Apple’s Ultra ambitions?
In addition to the iPhone Ultra and MacBook Ultra, this new branding may also apply to a rumored premium model of AirPods. There have been numerous conjectures about an AirPods version featuring built-in cameras, and the Ultra branding may be more fitting for those rather than for an upgraded variant of the current AirPods Pro 3.
An iPad Ultra might feature a larger, potentially foldable display, which, according to a recent Bloomberg newsletter, is a priority for the incoming Apple CEO, John Ternus.
While I am enthusiastic about Apple’s Ultra initiative, especially since the Apple Watch Ultra and M Ultra chips have introduced significant technological advancements, I am also concerned about the implications of the Ultra label for the iPhone, MacBook, AirPods, and iPad, particularly regarding retail pricing.
Shikhar Mehrotra / Digital Trends
I have reservations concerning… pricing
By introducing another tier above the Pro, which currently signifies the pinnacle of technology across much of Apple’s product range, the company may implement significantly higher price points. The foldable iPhone is already rumored to start at $2,000 for the base model, which I believe is steep, even for a Pro customer.
Consider the Apple Watch Series 11 and the Apple Watch Ultra 3 as illustrations. The former begins at $399 while the latter is priced at $799, effectively double the cost of the latest non-Ultra version. While there is no direct comparison due to the absence of a Pro Apple Watch, the idea is clear.
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Apple has reportedly secured the names iPhone Ultra and MacBook Ultra for its upcoming flagship products.
Apple is transforming Ultra into a comprehensive product strategy. The iPhone Ultra, which is their inaugural foldable phone, will launch this September, while the MacBook Ultra will introduce OLED touch to the Mac in early 2027.