Apple prepares to expand the Ultra brand beyond Apple Watch and Ultra M chips. Recent Relatos point out that the first foldable iPhone should receive this name, along with a new high-end MacBook.
Informações sources close to the company’s plans indicate that the iPhone Ultra will be launched as a premium model separate from the iPhone 18 line. The device is expected to be announced at the September event alongside the iPhone 18 Pro, but with shipping possibly a few weeks later and in smaller initial quantities.
iPhone Ultra marks Apple’s entry into the foldable segment
The device will adopt a book-style design with an internal screen of approximately 7.8 inches and an external screen of approximately 5.5 inches. The construction provides a thin 4.5 mm structure when opened, with titanium on the external frame and aluminum on the internal to maintain durability.
The internal screen must use OLED technology with no visible crease, with an aspect ratio close to 4:3. Câmeras dual 48MP rear cameras and advanced AI features complete the package. The estimated price starts at over US$2,000, positioning it as the most expensive iPhone ever made.
Esse model will not be part of the iPhone 18 numbering. The strategy is reminiscent of the iPhone Air from the previous year, which also followed an independent line. Apple works to align the release with Pro, but production delays are still possible.
MacBook Ultra should feature an OLED touchscreen
The next high-end MacBook will also adopt the Ultra name instead of joining the Pro MacBook family. The equipment will include an OLED display with touch support and Dynamic Island, features that justify a significantly higher price than the current Pro models.
Apple intends to keep the MacBook Pro as a more affordable option for those who don’t need the latest innovations. The launch, initially scheduled for the end of 2026, may be postponed to the beginning of 2027 due to component supply issues.
- Tela OLED touchscreen with Dynamic Island
- Processador of the M6 family in advanced versions
- Preço superior to current MacBook Pro by around 20%
- Revamped Design with greater emphasis on premium portability
- Possível cellular connectivity in specific variants
AirPods and iPad may also gain Ultra version
Relatos mention that headphones with integrated cameras for computer vision and artificial intelligence capabilities should receive the Ultra seal. The launch could take place as early as 2026.
In the case of the iPad, a foldable or larger-screen model appears as a natural candidate for the new premium line. CEO John Ternus has reportedly prioritized the development of an Ultra iPad in recent plans.
Estratégia Ultra reinforces Apple’s luxury positioning
The Ultra brand, used since 2022’s Apple Watch Ultra and on the most powerful chips, is now expanding to multiple products. The goal is to create a top layer that makes current Pro models more “intermediate” in comparison.
Essa movement allows Apple to offer varying price and feature options. Consumidores that seek the top of the line will have products clearly positioned as the most advanced.
What changes for the consumer
The arrival of these Ultra devices is expected to influence the entire Apple ecosystem. Usuários from Mac, iPhone and accessories will gain more expensive options, but with innovations such as folding screens, touch on the notebook and cameras in headphones.
The focus on technical experimentation appears clear. The company tests new formats while maintaining traditional lines for sales volume.
Analistas monitors the impact on average sales prices and brand value perception. Até At the moment, Apple does not officially comment on the plans.