According to the latest leaks, Apple is planning to expand the Ultra brand beyond Apple Watch and chips: the first new device with this designation will be a foldable iPhone, and later the lineup could include a MacBook and other products. Ultra will signify the most expensive and advanced models in each category — essentially a separate tier above Pro.
Apple Ultra roadmap confirmed: iPhone, MacBook, and much more on the way
What We Know About Apple’s New Expensive Devices
Insiders have obtained information confirming rumors about a new name for the foldable iPhone. Many in the press have been calling the device the “iPhone Fold,” but Apple will settle on the “Ultra” brand for the new model. The company doesn’t plan to stop with just the iPhone and intends to expand Ultra branding with a new flagship iPhone this fall and will likely carry it over to the Mac as well.
An important note: this is still at the level of rumors and insider information, albeit backed by a source familiar with Apple’s plans. There are no official announcements, and Apple traditionally keeps final names secret until the presentation.
Foldable iPhone Ultra: How It Differs from iPhone Fold
We’re talking about the first foldable iPhone in Apple’s history. The foldable iPhone won’t replace the Pro models, which will also receive updates this fall, but will be positioned as a more premium model in Apple’s smartphone lineup.
When unfolded, iPhone Ultra will be close to iPad mini in size
According to Macworld’s source, iPhone Ultra technically won’t be part of the iPhone 18 lineup — meaning the name won’t include the number 18, similar to last year’s iPhone Air. At the same time, iPhone Ultra is expected to be the main announcement at the September presentation of iPhone 18 Pro. All of this fits into the overall strategy — Apple is preparing four revolutionary Ultra series devices this year.
There’s also a caveat regarding timing. Apple is trying to release iPhone Ultra simultaneously with iPhone 18 Pro this fall without significant delays, but Ultra models may appear in stores a few weeks later and in smaller quantities. For buyers, this means something simple: even if the device is announced in September, actually buying it on the first day will be difficult.
How Ultra Differs from Pro in Apple’s Lineup
The Ultra name at Apple already carries meaning. In 2022, the company released Apple Watch Ultra and the M1 Ultra chip, and in both cases “Ultra” meant the best — and, accordingly, the most expensive — option.
The logic is clear: a foldable smartphone is inherently more expensive than a regular one, and Apple already has a ready-made brand for devices “above Pro.” Ultra is a signal about price and positioning, not just a marketing replacement for the word Fold.
MacBook Ultra with OLED Screen: What We Know About the Laptop
Apparently, it won’t be limited to just the iPhone. Apple is expanding Ultra branding beyond Apple Watch and may include a foldable iPhone, a MacBook with an OLED touchscreen, as well as possible iPad and AirPods models. It’s specifically emphasized that MacBook Ultra will be positioned above MacBook Pro in terms of price.
MacBook Ultra will feature a touchscreen
What this means in practice:
- A new top tier of Apple laptops will appear, more expensive than the current MacBook Pro
- iPad and AirPods Ultra are mentioned as “possible” for now — meaning this is the most uncertain item on the roadmap
- A MacBook with OLED and a touchscreen is a long-discussed rumor, and the Ultra designation fits this logic
AirPods Ultra will feature cameras
I’ll emphasize: all of this is still insider information, not a confirmed Apple plan. The source does not provide specific dates for MacBook Ultra, iPad Ultra, or AirPods Ultra.
Should You Wait for Apple Ultra Devices?
In short — most buyers don’t need to react to anything just yet. iPhone 18 and iPhone 18 Pro will launch as usual, and for them, iPhone Ultra is not an alternative but a separate category of Apple devices, like Apple Watch Ultra alongside regular Apple Watch.
This news is worth paying attention to if:
- You’ve been considering buying a foldable smartphone and were waiting for Apple to release one
- You’re planning a MacBook Pro upgrade and are willing to wait to see what MacBook Ultra offers
- The very fact of a “top-tier” device in the lineup matters to you — Ultra is always more expensive than Pro
You can safely ignore this news if you’re choosing between a regular iPhone 18 and iPhone 18 Pro or upgrading a basic MacBook Air. The arrival of the Ultra lineup won’t directly affect those models.
So far, nothing has been confirmed by Apple: there’s an insider report that the company will expand the Ultra brand to iPhone and Mac, and potentially — to iPad and AirPods in the future. The main practical information for buyers — iPhone Ultra will be shown alongside iPhone 18 Pro this fall, but it will most likely go on sale later and in limited quantities. If you’re not specifically aiming for the foldable iPhone or a future MacBook above Pro, there’s no reason to change your current tech upgrade plans because of this news.
