Apple’s long-rumored entry into foldable phones is starting to take clearer shape, and new leaks suggest the company may introduce it under a premium “Ultra” brand. While Apple has not confirmed anything, multiple reports now point to a broader Ultra lineup that could extend beyond just the iPhone.
According to the latest rumor, the foldable iPhone will be called the iPhone Ultra. Apple may skip numbering entirely, so it will not be named iPhone 18 Ultra. This approach is similar to the iPhone Air branding. As a result, Apple can release Ultra models on a separate timeline from its regular iPhones.
At the same time, Apple is reportedly trying to launch the iPhone Ultra alongside the iPhone 18 Pro and Pro Max. However, the foldable device could arrive a few weeks later. Still, all three models are expected to debut together at Apple’s September event.
Meanwhile, Apple’s Ultra strategy may not stop at smartphones. The company is also working on a MacBook Ultra, which could introduce major hardware changes. Reports suggest this laptop will feature an OLED touchscreen. If true, it would become the first MacBook with both a touchscreen and an OLED display panel.
Naturally, pricing will be a key factor. The MacBook Ultra is expected to cost much more than the MacBook Pro. Apple’s Ultra branding already signals premium pricing. For example, the Apple Watch Ultra is priced much higher than standard models.
In terms of release timing, the MacBook Ultra may not arrive soon. Earlier plans pointed to a launch later this year. However, new reports now suggest a delay until the first half of 2027. The delay is linked to RAM supply issues, which continue to affect production timelines.
Interestingly, the MacBook Ultra is also rumored to bring an entirely new feature set. However, details about these features remain unclear for now.
Looking ahead, Apple could expand the Ultra lineup even further. A foldable iPad Ultra is reportedly in development. It is said to be a priority for Apple’s next CEO, John Ternus. As expected, this device could become the most expensive iPad ever released.
