Apple may be getting ready to expand its Apple Ultra branding well beyond the Apple Watch. According to a report cited by IT Home from MacWorld, the company is now said to be planning two new ultra-premium products for next year: an iPhone Ultra foldable and a MacBook Ultra notebook.
The report says Apple’s first foldable phone is currently expected to arrive in early 2027 and will be positioned as a separate flagship line rather than part of the regular iPhone 18 family. While many outlets have been calling the device the iPhone Fold, the latest claim is that Apple plans to market it as the iPhone Ultra instead.
If that naming holds, the phone wouldn’t replace the existing Pro lineup. Instead, it would sit above it as a more exclusive high-end product line. The report also says Apple isn’t expected to call it the ‘iPhone 18 Ultra,’ following the same naming logic used with products like the iPhone Air rather than tying the Ultra brand directly to the model-year number.
MacWorld also claims Apple intends to introduce the iPhone Ultra during the iPhone 18 Pro launch cycle, though the actual release could trail the 18 Pro models by several weeks and may even begin as a limited-availability product. Meanwhile, the standard iPhone 18 and iPhone 18e are said to be moving to the first half of next year.
On the notebook side, Apple is reportedly developing a MacBook Ultra with an OLED touchscreen. The machine is said to stand apart from the current MacBook Pro family, with a more premium position, new capabilities, and pricing that would land noticeably above today’s MacBook Pro range.
That notebook had reportedly been targeted for a launch later this year, but the latest report says ongoing memory supply constraints may push the MacBook Ultra into the first half of 2027 instead. The same report adds that Apple could eventually extend the Ultra branding to other categories as well, with AirPods and even iPad mentioned as possible future candidates.
