Apple confirms ‘Ultra’ lineup: iPhone, MacBook, and more coming
▼ Summary
– Apple is expanding its “Ultra” branding to a foldable iPhone Ultra, a MacBook Ultra with OLED touchscreen, and potentially an iPad Ultra.
– The iPhone Ultra, Apple’s first foldable phone, is expected to launch in September as a premium device separate from the iPhone 18 lineup, with shipping possibly delayed to early 2027.
– The MacBook Ultra, featuring an OLED touchscreen and higher price than the MacBook Pro, is expected to launch in the first half of 2027 due to a RAM supply shortage.
– The Ultra branding signifies Apple’s strategy for flagship products with advanced features and higher price points, similar to the Apple Watch Ultra positioning.
– The Ultra line may also extend to high-end AirPods with built-in cameras and the M5 Ultra chip for the Mac Studio, with the iPad as a likely next candidate.
Apple is preparing to make the Ultra name a defining part of its product lineup, with plans that extend well beyond the Apple Watch. According to information obtained by Macworld, the company is set to launch a foldable iPhone Ultra this year, along with a MacBook Ultra featuring an OLED touchscreen, and potentially an iPad Ultra down the line.
The iPhone Ultra marks Apple’s entry into the foldable phone market, a shift that has been widely anticipated. While some in the press have speculated about an “iPhone Fold,” sources indicate that Apple will instead use the Ultra branding for this premium device. It will not replace the upcoming iPhone 18 Pro models but will sit above them as a higher-tier offering. The iPhone Ultra is expected to debut at the iPhone 18 Pro event in September, though shipping may be delayed by a few weeks and available in limited quantities. Unlike previous cycles, Apple will not update the base iPhone or the iPhone Air this fall, pushing those releases to early 2027 alongside the iPhone 18e.
This expansion of the Ultra brand follows Apple’s established pattern. Since introducing the Apple Watch Ultra and the M1 Ultra chip in 2022, the company has used the term to denote its most advanced and expensive options. The iPhone Ultra will continue that tradition, offering a new form factor and premium features that set it apart from the standard lineup.
Beyond the iPhone, Apple is also working on a MacBook Ultra. This device will feature an OLED touchscreen and will not be part of the MacBook Pro series. Instead, the MacBook Ultra will be positioned as a more expensive, feature-rich alternative, leaving the MacBook Pro as a more affordable choice for users who do not need the latest technology. Originally slated for a late 2025 release, the MacBook Ultra has reportedly been pushed back to the first half of 2027 due to a RAM supply shortage.
The Ultra branding could extend even further. Rumors suggest a high-end version of the AirPods with built-in cameras, as well as the M5 Ultra chip expected for the Mac Studio, may also carry the Ultra name. The iPad is another obvious candidate. A larger, potentially foldable iPad has been rumored for years, and Bloomberg’s Mark Gurman has reported that it is a priority for Apple’s new CEO, John Ternus. Like the iPhone and MacBook, an iPad Ultra would be a more expensive and experimental device, making the Ultra brand a natural fit.
Apple’s strategy with the Ultra lineup is clear: create a tier of flagship products that push boundaries in design, performance, and price, while keeping existing Pro and standard models as more accessible options.
(Source: Macworld)
