iPhone Ultra and MacBook Ultra branding may be closer to reality than expected, according to a new report that says Apple is preparing to use the “Ultra” name for two major new products. If accurate, the company’s first foldable iPhone and its upcoming touchscreen MacBook could both arrive under Apple’s expanding premium label.
Apple may use Ultra branding for its foldable iPhone
According to 9to5Mac, citing a new Macworld report, Apple’s first foldable iPhone is expected to launch as the iPhone Ultra rather than the “iPhone Fold” label widely used in rumor coverage. The report says Apple wants to extend its Ultra naming beyond the Apple Watch Ultra and the M-series Ultra chips into a new flagship phone tier.
The device is expected to debut alongside the iPhone 18 Pro and iPhone 18 Pro Max this September. Reported features include a book-style fold, a crease-free display, a roughly 5.5-inch cover screen, a 7.8-inch inner display, and side-by-side app features built around iOS 27.
MacBook Ultra could replace what many expected from the M6 MacBook Pro
The same report also claims Apple is preparing a MacBook Ultra, which could emerge as a redesigned premium notebook rather than a standard MacBook Pro refresh. The rumored model is said to feature a touchscreen, OLED display, Dynamic Island-style design changes, and possibly a cellular modem.
That matters because it would signal a more aggressive shake-up of Apple’s Mac lineup than a simple chip update. If Apple is willing to attach the Ultra name to a MacBook, it suggests the company sees this model as a more dramatic product shift than an ordinary yearly upgrade.
Why Apple’s Ultra strategy matters
Apple has spent years carefully reserving the Ultra brand for its most premium-tier hardware. Expanding it to the iPhone and MacBook would give the company a clearer way to separate experimental or ultra-premium products from its mainstream lineups while also creating room for higher pricing and a more distinct marketing message.
For now, the report remains unconfirmed. But if Apple does roll out both an iPhone Ultra and a MacBook Ultra this year, it would mark one of the clearest branding changes to its hardware strategy in years.
Related reading: iPhone 18 Pro Dummy Units Leak Hints at Thicker Camera Design and Foldable Ultra Model, iPhone 18 Pro Camera Upgrades Leak Points to Variable Aperture and 200MP Periscope Roadmap, John Ternus: Apple’s New CEO and the Future of Innovation.
Source: 9to5Mac
