dailyloe.com – Apple is expanding its ‘Ultra’ branding across various product lines, including a foldable iPhone Ultra and a MacBook Ultra. The iPhone Ultra is expected to launch in September as a premium device, separate from the iPhone 18 lineup, with potential shipping delays into early 2027.
This expansion signifies Apple’s strategy for flagship products with advanced features and higher price points. The foldable iPhone is anticipated to be one of the biggest upgrades to the iPhone lineup, being marketed as a higher-end model rather than replacing the Pro models.
Many in the press refer to this device as the “iPhone Fold,” but sources indicate that Apple will use the “iPhone Ultra” branding. This name aligns with Apple’s previous use of the Ultra designation for premium products, such as the Apple Watch Ultra and the M1 Ultra chip.
According to sources familiar with Apple’s plans, the iPhone Ultra will not be part of the iPhone 18 lineup, meaning it won’t carry the number 18 in its name. Instead, it is expected to be the highlight of the iPhone 18 Pro event in September.
Apple is also likely to introduce Ultra branding for its Mac products. This move reflects a broader strategy to position premium products in the market, similar to the Apple Watch Ultra.
