Apple seems poised to shake up its product lineup with a bold new “Ultra” branding strategy, if a flurry of recent leaks and reports are to be believed. According to multiple sources, the company could debut at least three new Ultra devices: a foldable iPhone Ultra, a high-end MacBook Ultra, and AirPods Ultra—each representing a new, super-premium tier above the existing Pro lines.
Foldable iPhone Ultra: A Radical Redesign
Bloomberg’s Mark Gurman described Apple’s first foldable iPhone as “the most significant overhaul in the iPhone’s history.” The device, which may launch under the “iPhone Ultra” name as early as September 2026, has been the subject of mounting speculation. Notably, Weibo leaker Digital Chat Station—who has a solid track record with Apple rumors—suggested the phone will not be called the “iPhone Fold,” but rather the iPhone Ultra, aligning with Apple’s emerging naming logic.
However, the rumored iPhone Ultra might ship with fewer cameras than the current Pro models and lack Face ID, despite potentially being the most expensive iPhone Apple has ever released. This has raised eyebrows, as some argue that the “Ultra” label should signify the absolute pinnacle of features, not just a new form factor. As one analyst put it, if Ultra is meant to top the lineup, consumers will expect it to outdo the Pro in every way—a tough sell if the spec sheet tells a different story.
MacBook Ultra and AirPods Ultra: Expanding the Portfolio
The Ultra branding isn’t stopping with the iPhone. Reports from Macworld and MacRumors indicate Apple’s upcoming M6-powered MacBook, expected to feature an OLED display and a sleeker design, may be branded as the “MacBook Ultra.” This model is said to slot above the MacBook Pro, representing a structural shift in Apple’s approach: creating a permanent super-premium tier for first-generation or costlier hardware that doesn’t fit inside Apple’s core lineup. Due to a global memory chip shortage, however, the MacBook Ultra’s launch is now expected no sooner than early 2027.
Meanwhile, the AirPods lineup may also get the Ultra treatment. Recent reports and hints from Gurman suggest the next high-end AirPods—possibly debuting later this year—will be marketed as “AirPods Ultra,” representing another “major new product category.” This would follow Apple’s broader move toward segmentation, aiming to boost revenue per customer by offering more nuanced choices at both entry and ultra-premium levels.
All this remains unconfirmed by Apple, and both branding and specific features could still change, as the company has acknowledged none of the leaks. But the rumor mill is clear: Apple is thinking bigger—and more “Ultra”—than ever.
