Apple has seemingly secured the names iPhone Ultra and MacBook Ultra for its upcoming flagship devices.
For many years, Apple has established the naming trends in the smartphone sector, and now it has determined that ‘Pro’ is no longer sufficient at the highest level.
An exclusive report from Macworld states that the company is broadening its Ultra branding beyond the Apple Watch and Mac processors: an iPhone Ultra and a MacBook Ultra are reportedly in the works.
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What is the iPhone Ultra?
Speculations about the iPhone Ultra or Apple’s initial foldable device have been circulating online for quite a while. This new report lends further credibility to the name. However, it also indicates that Apple won't classify the foldable iPhone as part of the iPhone 18 series, thereby creating a distinct lineup (similar to the iPhone Air).
When Apple unveils the iPhone Ultra, likely at its September 2026 launch event, it will occupy the pinnacle of the iPhone series, altering the existing hierarchy.
While the iPhone 18 Pro and iPhone 18 Pro Max will still be recognized as the top conventional models, the iPhone Ultra will be the only foldable iPhone commanding a higher price point.
Luke Larsen / Digital Trends
What about the MacBook Ultra?
In contrast, the MacBook Ultra is set to be the first touchscreen OLED MacBook, positioned above the current MacBook Pro models in features and cost. It is expected to be powered by the M6 Pro and M6 Max chips, developed using TSMC’s 2nm fabrication process.
Speculations also mention a Dynamic Island feature on the display, a slimmer design compared to the existing MacBook Pro models, and a more robust hinge designed to withstand frequent touch interaction.
Initially, the MacBook Ultra was slated for a late 2026 release; however, due to the global memory crisis, its launch has reportedly been delayed to early 2027.
Rachit Agarwal / Digital Trends
How ambitious are Apple’s Ultra plans?
In addition to the iPhone Ultra and MacBook Ultra, the new branding could extend to a rumored premium AirPods model. There have been numerous rumors surrounding an AirPods variant equipped with built-in cameras, and the Ultra naming might fit those better than merely an upgraded version of the current AirPods Pro 3.
An iPad Ultra might also 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 strategy, given that the Apple Watch Ultra and the M Ultra chips have showcased significant technological advancements, I have concerns about the implications of the Ultra branding on the iPhone, MacBook, AirPods, and iPad, especially regarding retail pricing.
Shikhar Mehrotra / Digital Trends
My concerns regarding... the pricing
By introducing a tier above the Pro, which currently represents the pinnacle of technology across most Apple lineups, the company could impose a substantially higher price. The foldable iPhone is already rumored to start at $2,000 for the base version, which, in my view, is quite steep, even for a Pro buyer.
Consider the Apple Watch Series 11 and the Apple Watch Ultra 3 as examples. While the former starts at $399, the latter is priced at $799, essentially double that of the latest non-Ultra model. Naturally, there's no Pro Apple Watch for a direct comparison, but the idea is clear.
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Apple has seemingly secured the names iPhone Ultra and MacBook Ultra for its upcoming flagship devices.
Apple is establishing Ultra as a comprehensive product strategy. The iPhone Ultra, its inaugural foldable device, is set to launch this September, while the MacBook Ultra will introduce OLED touch technology to the Mac in early 2027.