Apple’s ‘Ultra’ roadmap confirmed: iPhone, MacBook, and more on the way

Apple is rumored to introduce one of the biggest upgrades to the iPhone lineup this year, with the launch of its first foldable phone. While many members of the press have taken to calling this device the “iPhone Fold,” Macworld has received information that corroborates reports that Apple is instead opting for the “Ultra” branding for its new iPhone model.

According to a source familiar with Apple’s plans, the company appears determined to expand its Ultra brand with the arrival of the new flagship iPhone this fall. Additionally, our source indicates that Apple is also likely to bring the Ultra branding to the Mac.

The iPhone Ultra is coming

At this point, it’s become clear that Apple is indeed planning to launch its first foldable iPhone later this year. Rather than replacing the Pro models, which are also expected to get an upgrade this fall, the foldable iPhone will be marketed as a higher-end model in Apple’s smartphone lineup.

For this reason, many people are wondering what Apple will call its foldable iPhone. Although “iPhone Fold” may seem like the most obvious choice, Apple is expected to choose “iPhone Ultra” as the marketing name for the new phone, according to our sources.

Foundry

This isn’t the first time we’ve heard this name, nor is it the first time Apple has used the name Ultra. If true, this would be a significant expansion of the Ultra line. In 2022, Apple launched the Apple Watch Ultra and the M1 Ultra chip. In both cases, “Ultra” means the best (and therefore most expensive) option available.

Our sources also told us that the iPhone Ultra technically won’t be part of the iPhone 18 lineup, meaning it won’t have the number 18 in its name like last year’s iPhone Air. However, the iPhone Ultra is expected to be the headline announcement at the iPhone 18 Pro event in September. According to our source, Apple is working hard to ship the iPhone Ultra alongside the iPhone 18 Pro models this fall without major delays. However, the Ultra models could still arrive in stores a few weeks later and in smaller quantities.

Unlike previous years, Apple will not upgrade the base iPhone and iPhone Air this fall, moving those models to the first half of 2027 alongside the iPhone 18e.

A MacBook Ultra is also in the works

Interestingly, the iPhone Ultra isn’t the only new “Ultra” product Apple is working on. Our source reports that the next OLED touchscreen MacBook will also use the Ultra branding rather than joining the MacBook Pro line. Like the iPhone Ultra, the name of the MacBook Ultra has already been rumored by Bloomberg and other media outlets.

The main reason for the Ultra branding is likely similar to the iPhone Ultra: this new MacBook will cost significantly more than the current MacBook Pro and will offer an entirely new feature set compared to existing models. Therefore, Apple plans to keep the MacBook Pro as a more affordable option for those who don’t need the latest technology. I

As for the launch, Apple had planned to release the MacBook Ultra later this year, but the launch will likely be pushed back to the first half of 2027 due to the recent RAM shortage.

Ida Blix

Could AirPods and iPad Ultra be next?

In addition to the iPhone and MacBook, the Ultra branding could also apply to the high-end version of AirPods with integrated cameras, as well as the M5 Ultra which should arrive with the Mac Studio. And if Apple is serious about turning Ultra into a new multi-product tier, the iPad is the obvious next candidate.

Rumors of a larger, potentially foldable iPad have been circulating for years. Bloomberg’s Mark Gurman reported in his weekly Power On newsletter that this particular device was a “priority” for new Apple CEO John Ternus.

Like the iPhone and MacBook, an iPad Ultra would be a more expensive and experimental device. In this context, the “Ultra” brand also seems to be an ideal solution.