Apple is reportedly poised to broaden its “Ultra” branding into a permanent, cross-category product tier that will sit above its current “Pro” models to showcase its most experimental and expensive hardware. According to reports from April 28, 2026, this strategy will lead with the long-awaited foldable iPhone, which sources indicate will be named the iPhone Ultra rather than the “iPhone Fold.” Expected to debut this September alongside the iPhone 18 Pro, the device could cross the $2,000 threshold, featuring a 7.7-inch inner display and a sophisticated liquid metal hinge. By placing it in the Ultra tier, Apple can market the device as a separate flagship without disrupting the naming conventions or price points of its core slab-style smartphones.
The expansion is expected to continue into the Mac lineup with a rumored MacBook Ultra, a premium touchscreen laptop featuring an OLED panel that would stand apart from the MacBook Pro family. While initially targeted for late 2026, supply chain constraints involving DRAM may push its arrival into early 2027. This new branding hierarchy—Standard, Pro, and Ultra—is designed to drive average selling prices higher as global smartphone growth plateaus. Future candidates for the moniker include “AirPods Ultra,” which could feature built-in cameras for AI vision, and a high-end foldable iPad. This move mirrors Apple’s successful deployment of the Ultra name for its most rugged watch and highest-performance silicon, creating a “halo” category for early adopters willing to pay for cutting-edge innovation.
