Apple Ultra Branding Rumored for iPhone, MacBook, and iPad
Key Takeaways
- Apple's foldable iPhone will reportedly be called iPhone Ultra, not iPhone 18 Ultra, allowing flexible release schedules
- MacBook Ultra with OLED touchscreen delayed to first half 2027 due to RAM supply issues
- Incoming CEO John Ternus has prioritized a foldable iPad Ultra as a future product
iPhone Ultra: A Foldable on Its Own Schedule
According to new rumors, Apple's first foldable smartphone will carry the iPhone Ultra name. Not iPhone 18 Ultra. Just iPhone Ultra. This mirrors the iPhone Air naming, which also dropped the generation number.
The strategy makes business sense. Without a number tying it to the main iPhone line, Apple can release new Ultra generations whenever the technology and supply chain allow. No pressure to hit the annual September cadence.
Speaking of September: Apple is reportedly pushing hard to ship the iPhone Ultra alongside the iPhone 18 Pro and Pro Max. The rumor suggests all three devices will be unveiled at the same September event, though the foldable might actually hit stores a few weeks later.
MacBook Ultra: OLED Touchscreen, Delayed to 2027
The MacBook Ultra would mark two firsts for Apple's laptop line: the first MacBook with a touchscreen and the first with an OLED display panel. These are features that Apple has resisted for years while competitors embraced them.
Originally planned for late 2025, the MacBook Ultra has slipped to the first half of 2027. The culprit? RAM supply issues. The rumor describes the laptop as offering "an entirely new feature set" compared to existing MacBooks, though no specifics were provided.
Pricing will reportedly sit "significantly" above the MacBook Pro. Given that the current MacBook Pro starts at $1,599 and climbs past $4,000 in high-end configurations, "significantly more" suggests we're looking at a $3,000 starting price or higher.
The Ultra Premium Strategy
Apple's Ultra branding has a clear meaning: the best version of a product at a price that matches. The Apple Watch Ultra 2 starts at $799, compared to $399 for the Series 10. That's a 100% price premium for the Ultra badge.
Expect similar positioning across the Ultra line. The iPhone Ultra foldable will almost certainly become Apple's most expensive iPhone. The MacBook Ultra will top the laptop lineup. And the foldable iPad Ultra? The rumor explicitly calls it "the most expensive iPad ever."
iPad Ultra: A Priority for Apple's Next CEO
The foldable iPad Ultra has reportedly become a priority for John Ternus, who is widely expected to succeed Tim Cook as Apple CEO. A foldable iPad addresses a real user complaint: the iPad Pro is powerful but not portable enough for on-the-go use.
The rumor notes an interesting contrast between foldable use cases. People want a foldable iPad so it becomes smaller and more portable. People want a foldable iPhone so it expands into a larger screen. Same technology, opposite goals.
Logicity's Take
What We Still Don't Know
- Exact pricing for any Ultra device beyond "more expensive"
- What "entirely new feature set" means for MacBook Ultra
- Whether iPhone Ultra launches alongside or after iPhone 18 Pro
- Timeline for iPad Ultra beyond "John Ternus priority"
- Technical specs for any of these devices
As with all rumors, treat this information as directional rather than confirmed. Apple has not commented on any Ultra-branded products beyond the Apple Watch.
Samsung's own premium smartphone changes
Another major tech company's premium device rumors
Frequently Asked Questions
When will iPhone Ultra be released?
Rumors suggest Apple is targeting the September 2025 event alongside iPhone 18 Pro, though the foldable may ship a few weeks after the announcement.
Why is MacBook Ultra delayed to 2027?
The delay from late 2025 to first half 2027 is reportedly due to RAM supply issues affecting the OLED touchscreen laptop.
How much will iPhone Ultra cost?
No specific price has been rumored, but based on Apple Watch Ultra pricing patterns, expect it to be significantly more expensive than iPhone Pro Max.
Will MacBook Ultra have a touchscreen?
According to rumors, yes. It would be the first MacBook with both a touchscreen and an OLED display panel.
Is iPad Ultra confirmed?
No. Rumors indicate a foldable iPad Ultra is a priority for incoming CEO John Ternus, but no timeline has been reported.
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Source: GSMArena.com / Vlad
Huma Shazia
Senior AI & Tech Writer
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