Apple expands Ultra brand with foldable iPhone, premium MacBook and new accessories

Apple prepares a strategic expansion of the Ultra line beyond the Apple Watch and Ultra M chips. Segundo information from sources linked to the company’s plans, the first foldable iPhone will receive this designation, accompanied by a new high-end MacBook. The move reinforces the brand’s luxury positioning and creates a superior layer that will make the current Pro models more intermediate in the product hierarchy.

iPhone Ultra marks Apple’s entry into the foldable segment

The iPhone Ultra will be launched as a premium model separate from the iPhone 18 line, with an announcement scheduled for September alongside the iPhone 18 Pro. Shipping should occur a few weeks later, in smaller initial quantities. 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, maintaining a thin structure of 4.5 mm when opened.

The construction will use titanium on the external frame and aluminum on the internal to ensure durability. The internal screen must use OLED technology with no visible crease, with an aspect ratio close to 4:3. Câmeras dual 48 MP rear cameras and advanced artificial intelligence features complete the package. The estimated price starts at above US$2,000, positioning it as the most expensive iPhone ever manufactured by the company.

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 is working to align the launch with Pro, although production delays are still possible as the supply chain evolves.

MacBook Ultra brings innovations in display and connectivity

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.

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The launch, initially scheduled for the end of 2026, may be postponed to the beginning of 2027 due to component supply issues. The company works to ensure adequate quality and availability before official launch to the market.

• Tela OLED touchscreen with integrated 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 Ultra and foldable iPad complete line expansion

Relatos mention that headphones with integrated cameras for computer vision and artificial intelligence capabilities should receive the Ultra seal. The launch could take place in 2026, expanding the brand’s presence in accessory categories. In the case of the iPad, a foldable or larger-screen model appears as a natural candidate for the new premium line, with CEO John Ternus having prioritized the development of an iPad Ultra in recent plans.

Estratégia Ultra repositions Apple product hierarchy

The Ultra brand, used since 2022’s Apple Watch Ultra and on the most powerful chips, now expands to multiple products simultaneously. The goal is to create a superior layer that clearly differentiates the most advanced devices from current Pro models. Essa movement allows Apple to offer varied price and feature options, serving different consumer segments.

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, with the company testing 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.