Over the course of the upcoming year, Apple intends to dramatically grow the Ultra brand and introduce two new high-end products under this moniker.
The first will be the eagerly anticipated foldable iPhone, which could be marketed as the iPhone Ultra, according to Macworld. It will be marketed as the most costly and technologically sophisticated smartphone offered by the firm, and it will become a distinct model in Apple’s lineup. Additionally, its introduction will be John Ternus’s first significant move as Apple’s new CEO.
Like the iPhone Air, the gadget will be positioned independently and will not be a part of the main product line, even if it might be released concurrently with the iPhone 18 series. Due to production issues and limited supply, sales of the iPhone Ultra might begin a little later than those of the iPhone 18 Pro.
The MacBook Ultra, a brand-new flagship notebook that will be positioned above the MacBook Pro, will be the second item. Targeting the most upscale market, it is anticipated to have a touchscreen, an OLED display, and a much higher price. The model was originally supposed to be delivered sooner, but memory constraints may cause the launch to be delayed until the end of the year or even the start of 2027.
By the way, Apple already employs the Ultra brand for CarPlay, M-series CPUs, and the Apple Watch; in the future, this tactic might also apply to AirPods.
