Apple Plans Two New ‘Ultra’ Products for Next Year

Apple is preparing to expand its “Ultra” branding to two major new product categories next year, according to a report from Macworld. The tech giant is reportedly planning to launch a foldable iPhone under the name “iPhone Ultra” and a high-end “MacBook Ultra” featuring an OLED display and touchscreen capabilities.

Citing sources with knowledge of Apple’s plans, the report indicates that the iPhone Ultra will serve as the company’s most premium smartphone offering. Notably, it will not be grouped into the standard iPhone 18 series, even though it is expected to debut alongside the iPhone 18 Pro and iPhone 18 Pro Max. This mirrors the strategy used for the iPhone Air, which launched separately from the iPhone 17 lineup. While Apple aims to ship the iPhone Ultra at the same time as the iPhone 18 Pro, insiders caution that it could arrive a few weeks later and in more limited quantities.

On the computing side, Apple is also working on a MacBook Ultra, which could launch later this year or early in 2027. This device is designed to sit above the MacBook Pro, featuring an OLED panel and a touchscreen , a combination not yet seen in Apple’s laptop lineup. Its price tag is expected to be “significantly” higher than the MacBook Pro. Originally slated for a release later this year, the MacBook Ultra has reportedly been delayed by several months due to ongoing memory supply chain shortages.

Apple already uses the “Ultra” designation across several products, including its M-series Ultra chips, the Apple Watch Ultra, and CarPlay Ultra. Bloomberg previously reported that the foldable iPhone and OLED MacBook would adopt the Ultra branding, and also hinted that “AirPods Ultra” could be in development. With this expanded lineup, Apple appears to be doubling down on a premium tier that sits above its existing Pro models.