Apple Plans Ultra Brand Push With Foldable iPhone Ultra and MacBook

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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.

Foldable iPhone Ultra and MacBook Ultra Could Be Coming Soon

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.”

The iPhone Ultra is reportedly coming with a Wide-Screen Aspect Ratio

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.