Apple to Extend 'Ultra' Branding to Foldable 'iPhone Ultra' and 'MacBook Ultra' [Report]

Apple appears set to expand its use of the "Ultra" branding across upcoming high-end hardware. According to a recent Macworld report, the company is expected to apply the name to its first foldable iPhone and an upcoming OLED touchscreen MacBook.



The foldable iPhone won't just be another model in the fall lineup. The device is expected to skip the "Fold" moniker entirely and launch as the "iPhone Ultra." It will serve as the marquee announcement at Apple's September hardware event, positioned above the iPhone 18 Pro in the lineup. It also won't carry the "18" numbering, giving it a standalone spot at the top of the roster. Apple is reportedly working to ship the foldable alongside the Pro models this fall, though tight initial supply might push the actual retail arrival back by a few weeks.


Apple is also said to be reshuffling its broader lineup. The standard iPhone 18 and the second-generation iPhone Air have reportedly been bumped from the fall schedule. Those devices are now targeted for the first half of 2027, where they will likely debut alongside the next entry-level iPhone.

The Mac lineup is getting the same treatment. Apple's first OLED touchscreen laptop is set to launch as the MacBook Ultra rather than sliding into the existing MacBook Pro family. Giving the machine a new name could allow Apple to position it above the existing MacBook Pro lineup on price. But the wait for touch on the Mac could be getting longer. Due to a recent memory supply shortage, the MacBook Ultra has reportedly been delayed until early 2027.

Apple has used the Ultra label to mark its highest-end hardware since the Apple Watch Ultra and M1 Ultra chip arrived in 2022. Expanding it across products would fit with the company's move into new form factors.

The strategy could extend to other products as well. The M5 Ultra chip is already slated for the Mac Studio, and the branding could apply to future devices like the camera-equipped AirPods. A larger foldable iPad has also been discussed, with Bloomberg reporting that the project is a priority for incoming CEO John Ternus.