Apple is preparing to expand its “Ultra” branding across multiple product lines.
Reports from Macworld suggest that Apple is working on at least two major “Ultra” products: a foldable iPhone and a high-end MacBook. Both are expected to sit above existing Pro models rather than replace them. Reports also suggest Apple’s long-rumored foldable iPhone is likely to launch as the iPhone Ultra, not “iPhone Fold,” as widely assumed.
Sources cited by Macworld indicate that the device will serve as a new flagship tier, positioned above the Pro lineup. Rather than being part of the numbered series, the iPhone Ultra is expected to launch alongside the next Pro models while remaining a standalone premium offering.
The device is reportedly planned for release this fall, though availability may be limited at launch.
MacRumors adds that it could arrive slightly later than the Pro models and in smaller quantities. This approach mirrors Apple’s earlier branding strategy, where Ultra denotes the highest-end option, seen in products like the Apple Watch Ultra and its Ultra-class chips.
MacBook Ultra: A new category above pro
Apple’s Ultra ambitions don’t stop with the iPhone. Both reports point to a MacBook Ultra in development, expected to feature an OLED display and touchscreen capabilities. This would mark a significant departure from current MacBook designs.
The device is said to sit above the MacBook Pro, offering a new feature set at a significantly higher price point. However, its release timeline appears uncertain. While initially planned for this year, supply chain issues, particularly related to memory, could push the launch into early 2027.
More Ultra products could follow
The Ultra branding could spread even further.
Macworld reports that the branding could extend to other devices, including advanced AirPods and future iPads. A high-end, possibly foldable iPad has already been described as a “priority” by Bloomberg’s Mark Gurman in earlier reporting, suggesting it could be a natural fit for the Ultra label.
MacRumors also notes that Ultra branding has been rumored for additional products, reinforcing the idea that Apple is building a consistent identity for its most cutting-edge hardware. If these plans hold, Apple’s lineup may soon follow a clearer hierarchy: standard models, Pro devices, and now Ultra at the very top.
Rather than replacing existing products, Ultra devices appear designed to push boundaries in both features and price, while giving Apple room to experiment with new form factors like foldables and touch-enabled Macs.
Also read: Apple’s premium push comes as demand surges elsewhere too, with even the budget-friendly Mac Mini selling out at $599