Apple Enters the “Ultra” Era: Expanding Premium Boundaries with Foldable iPhone and New Devices

Tech giant Apple is preparing to significantly reshape its product strategy by expanding its “Ultra” branding across multiple device categories.

The company is expected to introduce its first foldable smartphone as the “iPhone Ultra” and a redesigned high-end laptop as the “MacBook Ultra,” effectively creating a new tier above its current Pro lineup.

Foldable iPhone: A Major Turning Point

According to Mark Gurman, Apple’s foldable iPhone could represent one of the most transformative redesigns in the company’s history, comparable to milestones like the iPhone 4, iPhone 6, and iPhone X.

Rather than adopting a technical name like “Fold,” Apple is expected to use the simpler and more powerful “iPhone Ultra” branding, aligning with its established naming strategy seen in the “Air” lineup.

The device is likely to debut at Apple’s September event alongside Pro models. Trial production has reportedly begun at Foxconn, with limited initial shipments expected.

Leaked specifications suggest a book-style foldable featuring a 7.7–7.8-inch inner display and a 5.5-inch outer screen. Apple is said to be focusing heavily on eliminating the visible crease—a common issue in competing foldable devices. Pricing is expected to start around $2,000, placing it firmly in the ultra-premium segment.

MacBook Ultra and Ecosystem Expansion

Apple’s Ultra strategy also extends to laptops. A new “MacBook Ultra” is reportedly in development, featuring an OLED touchscreen, next-generation M6 chips, and a thinner design.

However, global supply constraints—particularly in memory chips—may delay the product’s launch to 2027. Despite this, Apple appears committed to strengthening its presence in the high-end market while maintaining more accessible options in lower tiers.

A New Leadership Chapter

This strategic shift coincides with a major leadership transition. Tim Cook is set to step down, with John Ternus taking over as CEO.

The unveiling of the foldable iPhone could mark one of the first major product launches under Ternus’s leadership, signaling a renewed focus on hardware innovation at Apple.