Apple may be getting ready to overhaul its product naming strategy. A new report from Macworld suggests the company is developing an “Ultra” product tier that sits above its existing Pro lineup, starting with the foldable iPhone that has been rumored for years.
According to the report, the foldable iPhone is not expected to launch under the name “iPhone Fold.” Apple is instead said to be leaning toward calling it the iPhone Ultra, positioning it above the current Pro models as the company’s most premium smartphone option. The Ultra name already has a presence in Apple’s lineup through the Apple Watch Ultra and the M1 Ultra chip, so extending it to a new category of hardware would be a natural step in that direction.
The foldable device is expected to be priced higher than the Pro models and will not be part of the numbered iPhone series. That means Apple may not use the “iPhone 18” designation for this product, similar to how it has handled models like the iPhone 16e and the rumored Air-branded iPhone. The report says the device is on track to be unveiled alongside the next Pro iPhones at Apple’s traditional fall launch event, though supply is expected to be limited initially and availability could trail the Pro lineup by a few weeks.
Apple May Split Its iPhone Launch Calendar
The report also points to a structural change in how Apple plans to release iPhones going forward. The base iPhone and Air models are reportedly not getting a refresh this fall. Those devices could instead move to the first half of 2027, launching alongside an “e” model. If that plays out, Apple would essentially divide its iPhone releases into two separate windows, premium devices in the fall and mainstream models in the spring.
MacBook Ultra, AirPods Ultra, and iPad Ultra Could Follow
The Ultra branding may not be limited to iPhones. The same report says Apple is working on a high-end OLED touchscreen MacBook that could launch as the MacBook Ultra rather than joining the MacBook Pro family. This device is expected to come with a different feature set and a higher price than existing Pro models, which would give Apple room to keep the Pro tier as its mainstream premium option. The MacBook Ultra was reportedly being considered for a late 2026 release, but RAM shortages in the supply chain may push that launch to the first half of 2027.
Beyond laptops, the report suggests the Ultra branding could eventually extend to AirPods and iPads as well. Premium AirPods models with built-in cameras have been rumored, and a foldable iPad has also been discussed internally. Bloomberg’s Mark Gurman has previously reported that a foldable iPad remains a priority under Apple CEO John Ternus.
