While Apple is expanding its Ultra brand to more and more devices, the iPad is apparently falling outside the concept – and the reason is disappointingly understandable.
Apple's Ultra strategy is gaining significant momentum in 2026. iPhone Ultra, MacBook Ultra, AirPods Ultra – Cupertino is working on several fronts to extend its premium brand into new product categories. However, one category seems to be left out: the iPad. New evidence from China suggests that Apple has now shelved its plans for an iPad Ultra.
What Instant Digital specifically says
The statement comes from Weibo leaker Instant Digital, who has a history of accurate Apple reports. In response to a question about the Ultra family, he listed the planned devices: Apple Watch Ultra, the M-series chips with the Ultra designation, the iPhone Ultra, and a MacBook Ultra with an OLED display. The iPad is missing from this list – and not by accident.
Instant Digital explicitly stated that Apple currently has "no plans" for an iPad Ultra. They immediately cited the reason: the weak market performance of the iPad Pro. Anyone wanting to launch a more expensive model needs a solid foundation – and that's precisely what the current Pro line lacks.
Specifically, this means that the large, foldable 20-inch iPad, which Apple has been working on for some time, would have been the natural candidate for an iPad Ultra designation. This very device is now apparently in jeopardy – and with it, the entire concept of an iPad Ultra class.
Why the iPad Pro is causing Apple concern
The problems plaguing the iPad division have been documented for some time. As early as October 2024, shipment volumes for the M4 iPad Pro were significantly revised downwards. DSCC analyst Ross Young lowered his 2024 annual forecast from an initial 10 million units to just 6.7 million. He anticipated declines of over 50 percent and around 90 percent for the 13-inch model in the third and fourth quarters, respectively.
The main reason for the lukewarm demand is the price. With starting prices from $999 for the 11-inch model and $1,299 for the 13-inch model, Apple is positioning the iPad Pro in a price range where many buyers are more likely to opt for a laptop. Understandably, those who see the tablet as a secondary device alongside their smartphone and laptop are deterred by these prices.
The consequences are visible in the company's financial statements. iPad sales have declined for three consecutive years. In 2025, the iPad contributed only 6.73 percent to Apple's total revenue. For a product category that was once considered a second pillar alongside the iPhone, this is a significant drop.
The planned foldable iPad: This exact model is faltering
The device that many had previously categorized as the "iPad Ultra" is the rumored foldable iPad with a 20-inch screen. In his latest "Power On" newsletter, Mark Gurman described this device as a priority for future Apple CEO John Ternus.
However, Gurman himself hints that the project could fail. Several employees have internally referred to it as a "crazy experiment" that might never see the light of day. As early as October 2025, the market launch was postponed from 2028 to 2029 or later – due to difficulties with weight, functionality, and the display.
The prototypes developed so far weigh around 1.6 kilograms. That's heavier than a 14-inch MacBook Pro and almost three times as much as a 13-inch iPad Pro. The price is also in a league of its own: up to $3,900 is conceivable, roughly three times the current entry-level price of the iPad Pro.
Furthermore, there's the question of which product category the device should even fall into. Some at Apple are internally referring to it as a foldable iPad, while others call it a pure MacBook with a display folding mechanism. When closed, the device reportedly resembles a Mac, with an aluminum casing and no external display. This very identity crisis could be one reason why the project is now faltering.
Apple's Ultra strategy is growing – but not everywhere
While the iPad is dropping out of the Ultra family, other product lines are merging. Currently, three new Ultra devices are planned for 2026 alone: the foldable iPhone Ultra, priced at around $2,000; AirPods Ultra with cameras for visual intelligence; and the MacBook Ultra with a touch-sensitive OLED display, which reports suggest could be priced up to 20 percent higher than the current MacBook Pro.
Apple already uses the "Ultra" designation for the Apple Watch Ultra, the M-series chips, and CarPlay Ultra. At first glance, an iPad Ultra would have fit well into this family – as an experimental top-of-the-line model with a premium price tag. But therein lies the problem. If the iPad Pro already deters buyers, an even more expensive foldable iPad would be a risky move. $3,900 for an iPad that's heavier than a MacBook Pro – a difficult product to market.
A reality check for the iPad division
The decision against an iPad Ultra is ultimately a sobering reality check. Apple cannot afford to further escalate a price that already deters many potential buyers. Instead, the solution would be to make the iPad Pro itself more attractive – for example, through better software, a more compelling iPadOS experience, or genuine pro features that justify the higher price.
The role of John Ternus is particularly interesting in this context. As the designated CEO, he inherits not only the storage crisis and production issues, but also an iPad division that is searching for direction. You can find more about his career in our overview of John Ternus.
What to expect from the iPad lineup
An iPad Ultra is not in the foreseeable future – and the associated foldable concept is far from certain. What remains is a lineup consisting of the iPad, iPad mini, iPad Air, and iPad Pro. For buyers, this sends a clear message: anyone currently looking for a premium iPad will find the iPad Pro at the top of the lineup. A more expensive version is not expected anytime soon.
Those interested in the upcoming iPad models will find the most important rumors compiled in our overviews of the 8th generation iPad mini with OLED display and the 12th generation iPad. This reveals Apple's true strategy: not premium escalation, but consolidation of existing product lines.
Apple's iPad plans lack Ultra ambitions
The purpose of the iPad Ultra plans is more than just a detail. It's an admission that the Ultra brand can't be expanded indefinitely. Where the market doesn't support it, Apple won't risk additional models – no matter how elegantly they might fit into the branding. For the iPad, this means Apple must make existing models more appealing instead of creating new, higher-end categories. This very approach could ultimately do more for the iPad division than any premium experiment. (Image: Tzido / DepositPhotos.com)
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