iPhone Fold may not arrive with that name after all — make way for iPhone Ultra

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We’ve heard a bunch of rumors about an alleged “iPhone Ultra” over the past few years, with conflicting information on what this phone might be. Some say it’s a premium device beyond the iPhone 17 Pro Max, while others say that Ultra will replace the Pro Max moniker altogether.

But it sounds like all that previous speculation was wrong, because the iPhone Ultra might actually be what Apple calls the foldable iPhone.

This particular rumor comes from Digital Chat Station (DCS) on Weibo. They don’t go into great detail about why Apple is choosing this name — only that Chinese foldable brands are likely to copy Apple’s playbook and release their own “Ultra” foldables featuring a wide-screen design similar to the one Apple is said to have chosen.

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What’s in a name?

(Image credit: Future)

My first guess is that Apple is playing the long game with its branding. The name “iPhone Fold” may be beneficial in the early years, to help consumers figure out what kind of device Apple is offering, but will that still be the case in a few years? I’m not so sure, and if the iPhone Fold is still around, the foldable aspect will likely be common knowledge.

On top of that, you also have to consider how Apple is going to market this phone. iPhone Fold pigeonholes Apple into just being a foldable, whereas Ultra makes it easier to emphasize what it is available beyond that hinged design.

Given the price…

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