Apple to Brand First Foldable iPhone as iPhone Ultra and Add MacBook Ultra to Lineup
Apple is preparing to expand its "Ultra" branding to a new foldable iPhone and a high-end MacBook, according to a report citing sources familiar with the company's plans. The move would position these devices as distinct premium offerings above the existing Pro models in their respective categories.
The foldable iPhone, long expected as Apple's first device with a folding display, will reportedly carry the name iPhone Ultra and sit outside the standard numbered iPhone 18 series. It is slated to launch alongside the iPhone 18 Pro and iPhone 18 Pro Max in September 2026, though initial availability could be limited and shipments might lag by a few weeks due to production complexities.
The device is expected to feature a book-style design with an inner display measuring approximately 7.7 to 7.8 inches when unfolded and a smaller outer screen. Reports describe it as wider than tall in open form, resembling an iPad mini in aspect ratio for the main panel.
A MacBook Ultra is also in development for release later in 2026 or early 2027. This model would introduce an OLED touchscreen panel and sit significantly above the current MacBook Pro lineup in both features and price.
The addition of a touchscreen represents a notable shift for Apple's laptop range, which has traditionally avoided such input methods on its main MacBook models.
According to the Macworld report published April 27, these two products will receive the Ultra designation as Apple seeks to establish a clearer top tier for hardware that breaks new ground or carries higher manufacturing risk and uncertain initial demand.
Apple already applies the Ultra name to the Apple Watch Ultra, its most powerful M-series chips, and CarPlay Ultra.
Earlier reporting from Bloomberg's Mark Gurman had signaled Apple's interest in pushing deeper into high-end segments with additional Ultra-branded items, including potential mentions of AirPods Ultra.
The foldable iPhone is expected to start at a price exceeding $2,000, making it Apple's most expensive smartphone to date. Supply chain planning has been cautious, with initial production targets reportedly scaled back from earlier projections.
Details on exact specifications remain limited, but the device is said to prioritize durability and a minimized crease on the folding display. Some rumors suggest it could omit certain features found on standard Pro models, such as a telephoto camera or MagSafe, to manage the technical challenges of the folding mechanism.
For the MacBook Ultra, the focus is on professional users seeking advanced display technology. The OLED panel would deliver improvements in contrast, color accuracy, and power efficiency compared with current liquid crystal displays on MacBooks, while the touchscreen would enable new interaction methods that Apple has so far reserved primarily for iPads.
These plans align with Apple's strategy of segmenting its portfolio more distinctly. The iPhone Ultra would not replace or directly compete within the iPhone 18 family but would instead create a parallel premium category, similar to how the rumored iPhone Air is positioned separately. The approach allows the company to test new form factors and technologies without immediately altering the core lineup that generates the bulk of its revenue.
No official confirmation or statements from Apple are available at this time, and details could still change as development continues. The company has a history of tight control over product information until formal announcements. The latest reports build on months of consistent leaks from supply chain sources and analysts tracking Apple's roadmap.
Apple's expansion of the Ultra brand reflects ongoing efforts to differentiate its highest-end offerings as the market for traditional smartphones and laptops matures.
The foldable iPhone in particular will test consumer appetite for a major design departure after years of incremental updates to the slab-style iPhone.
