Apple Plans Ultra Brand Push With Foldable iPhone Ultra and MacBook

Apple is reportedly planning to expand its “Ultra” branding beyond the Apple Watch Ultra, signaling a broader push into the ultra-premium segment across multiple product categories. Among these devices, we may see the so-called iPhone Ultra, the promised foldable iPhone.

Recent reports suggest the company is working on several devices that will carry the Ultra name, positioning them above existing Pro models rather than replacing them. The idea appears to be creating a new top tier, reserved for more experimental or advanced hardware.

One of the most talked-about products is Apple’s first foldable phone. While many have referred to it as an “iPhone Fold,” sources indicate it may launch as an iPhone Ultra. Expected around early 2027, the device would sit alongside the iPhone 18 lineup, not as a replacement but as a separate flagship tier. The naming strategy would follow a simpler approach, similar to how Apple introduced the “Air” branding, avoiding longer names like “iPhone 18 Ultra.”

As per the report, the Ultra name may also come to Apple’s laptops. A new MacBook Ultra is said to be in development. It could use an OLED touchscreen and bring a new design that goes beyond the current MacBook Pro. This model is expected to cost more and include features not found in Apple’s current laptops. It was first planned to launch sooner, but reports say it has been delayed. The new target is the first half of 2027, mainly due to memory supply issues.

Interestingly, Apple is said to go beyond smartphones and laptops with the Ultra label. The list of future products may include AirPods and potentially the iPad. The move would help create a clearer hierarchy across its ecosystem, distinguishing standard, Pro, and Ultra devices. If these plans move forward, the Ultra brand could become Apple’s way of highlighting its most advanced hardware, aimed at users willing to pay more for cutting-edge features and design.

The so-called iPhone Ultra is being expected with great anticipation by tech enthusiasts and the industry in general. After all, everyone is curious to see what Apple will bring with its trend-setting power. The iPhone Ultra could be the foldable that finally puts this segment into the mainstream field. Obviously, it won't be cheap, but this tends not to be an issue for the iPhone public in general.

The reports say the new iPhone Ultra will come with a wide-screen foldable style. With the release of the Huawei Pura X Max, we already know what we can expect from this new aspect ratio.