Apple is expanding its "Ultra" brand – and on two fronts at once. Within the next twelve months, two new products bearing the premium label are slated for release: the first foldable iPhone and a previously unseen MacBook model with an OLED touchscreen. Both will be positioned above their respective Pro models – in terms of both price and technology.
Macworld reports, citing its own source familiar with Apple's plans, that Apple is establishing "Ultra" as a fixed product tier above the Pro line – comparable to the Apple Watch Ultra in the Watch lineup.
iPhone Ultra: Apple's first foldable iPhone
Speculation about the foldable iPhone has been rife for months. For a long time, the name "iPhone Fold" circulated as the most likely marketing name. Now, the Macworld report provides what is probably the decisive correction: Apple has reportedly decided internally on "iPhone Ultra."
This aligns with the brand's established logic. Apple's "Ultra" already refers to the Apple Watch Ultra and the M1 Ultra chip – in both cases, the designation denotes the most powerful and expensive model in a product line. The new iPhone is intended to occupy precisely this position.
Not part of the iPhone 18 series
The strategic placement within the lineup is interesting. According to Macworld, the iPhone Ultra will not be considered part of the iPhone 18 family – similar to the iPhone Air, which was also positioned outside the iPhone 17 series. Therefore, the word "18" will not appear in the name.
Nevertheless, the iPhone Ultra is still expected to be unveiled in September alongside the iPhone 18 Pro and iPhone 18 Pro Max. Apple is working hard to launch it simultaneously with the new Pro models. However, it's more realistic to expect the iPhone Ultra to go on sale a few weeks later – and initially in smaller quantities.
More background information on the current state of rumors surrounding the foldable iPhone can be found in our iPhone Ultra overview.
Shift on the standard iPhone
A second piece of information from the Macworld report is at least as noteworthy: Apple is not expected to introduce a new standard iPhone 18 or an iPhone Air 2 in the fall of 2026. Both models would be postponed to the first half of 2027 – along with the next iPhone 18e. This would represent a significant departure from the previous annual September release cycle for the entire iPhone family.
In plain terms: In the fall of 2026, the focus will be on the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra. Everything else will follow later.
MacBook Ultra: OLED touchscreen above the MacBook Pro
The second major point of the roadmap concerns the Mac. Apple has been working on a MacBook with an OLED display and touchscreen for some time – a radical step by Apple's standards. Until now, it was unclear in which product line this device would end up.
According to Macworld, the answer is neither MacBook Air nor MacBook Pro. Instead, the notebook will be launched as a separate "MacBook Ultra" line. With this move, Apple positions the model significantly above the MacBook Pro – both functionally and in terms of price.
Delay due to RAM shortage
Originally, a market launch was planned for 2026. However, the ongoing RAM shortage in the memory chip market is apparently forcing Apple to postpone it. A launch in the first half of 2027 now seems realistic.
The MacBook Pro will remain in the lineup. Apple continues to position it as a more affordable alternative for those who don't necessarily need the new display and touch technologies. A replacement of the Pro line is therefore explicitly not planned.
A complete collection of all previous reports on the upcoming premium notebook can be found in our MacBook Ultra overview.
AirPods Ultra and iPad Ultra as the next candidates
If Apple establishes "Ultra" as a premium tier across all categories, further products are almost inevitable. Macworld names two specific candidates.
The first: the AirPods. Reports about a premium version with built-in cameras have been circulating for some time. Such a model, with the Ultra label, would perfectly fit the new brand strategy. Bloomberg first mentioned the possible name "AirPods Ultra" back in March 2026. We've summarized what's currently known about this model in our AirPods Ultra overview.
The second candidate: the iPad. Rumors about a larger, possibly foldable iPad have persisted for years. In his current Power On newsletter, Mark Gurman even described this device as a personal priority for Apple's future CEO John Ternus. Here too, the Ultra designation would be obvious – an iPad Ultra would by definition be more expensive, more experimental, and positioned above the iPad Pro line.
The M5 Ultra complements the portfolio
Apple is already expanding its Ultra brand at the chip level. The next step is already in the starting blocks with the M5 Ultra – it's slated for use in the new Mac Studio. This means Apple will soon have several parallel Ultra categories: for hardware products and for its own chips.
A new premium level above Pro
What's emerging here is more than just a catchy marketing name. With "Ultra," Apple is establishing its own premium tier, positioned above the existing Pro line. Pro remains the professional pinnacle for demanding users. Ultra, in turn, represents absolute innovation, new form factors, and correspondingly higher prices.
This is particularly evident with the iPhone Ultra: Initial reports indicate a price of over $2,000. Macworld reports that the MacBook Ultra will be "significantly" more expensive than the current MacBook Pro. Apple is thus positioning itself at the very top of the premium segment.
Strategic background
This strategy makes sense for Apple. Instead of continuously upgrading existing product lines, the company is creating a clear new level with the Ultra brand. Buyers know immediately: Ultra is the pinnacle of what Apple currently has to offer – both technically and in terms of price.
At the same time, Apple protects its existing Pro lines from the impression that they have suddenly become second-rate. The iPhone Pro, MacBook Pro, and iPad Pro retain their position as professional devices, but are now positioned as premium models above them.
Apple Ultra: What's next?
The coming months should be particularly exciting for Apple fans. The official unveiling of the iPhone 18 Pro and iPhone Ultra will take place in September – although the actual sales launch of the foldable model might be later. The MacBook Ultra is expected to follow in early 2027, once the situation in the memory chip market has eased.
Until then, it's worth keeping an eye on developments surrounding AirPods Ultra and iPad Ultra. If Apple consistently implements its Ultra strategy, a fourth or fifth premium product under this name could soon appear. (Image: Shutterstock / Tartezy)
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