A report published yesterday suggested that a range of Apple Ultra products, including a foldable iPhone and a MacBook with an M6 processor, could be released soon. So far, of course, this branding has only been used for an Apple Watch.

This could indicate a new layer of Apple products across nearly the entire device range, and it seems logical to me for both the company and its customers...

iPhone Fold → iPhone Ultra

The first indication of this was the rumored branding of the company’s upcoming foldable iPhone. The temporary name we used for the device was iPhone Fold, but a leak source suggested that Apple would actually brand it as iPhone Ultra.

Mark Gurman from Bloomberg was the first to suggest this branding a few months ago, and Digital Chat Station also reported hearing the same rumor about the foldable iPhone. This was later supported by another leak source, Instant Digital.

None of these create a definitive situation, as sometimes leak sources get information from the same sources and other times they share based on previous reporting. However, at this point, it seems more likely.

New design MacBook Pro → MacBook Ultra

We have long expected the upcoming M6 MacBook Pro to have both an OLED screen and a sleeker design. However, a report from Macworld stated that Apple would bring the Ultra branding to the Mac as well.

This suggests that the redesigned MacBook will be branded as MacBook Ultra - and this is consistent with Gurman’s view that the Ultra branding will not be limited to the foldable iPhone.

Apple is experimenting with models

When Steve Jobs returned to Apple, he described the complex array of different Macs as a mess and said they wanted laptops and desktops in a two-by-two arrangement, consumer and professional.

He was certainly right to simplify the company’s product range, but I think there is room for more nuance than just a 2x2 arrangement, and Apple is experimenting in different ways to diversify its model range.

Especially with the iPhone, adding a new model to the base and Pro models has been a trial-and-error process. We have seen the iPhone mini, iPhone Plus, then the SE series branded simply as e, and most recently the iPhone Air.

Apple has yet to find the perfect additional model, but I think the iPhone Air is on the right track. This may be a surprising statement considering the model doesn’t seem to be an instant success, but I think it stems from being a bit too compromised. The two issues most people have are limited battery life and a single camera. If you fix those, it becomes a much more viable product.

On the other hand, the MacBook Neo has clearly been a big success. Apple got it right on the first try, and it will be interesting to see how a future MacBook Air will be differentiated more strongly.

Comparison of Ultra and Pro

At first glance, the Ultra name seems to indicate the most capable model in a series. This is true, for example, for the Apple Watch, and a MacBook series could look like this:

  • MacBook Neo (which I personally think should just be called MacBook)
  • MacBook Air
  • MacBook Pro
  • MacBook Ultra

But this is not the only possibility I see here. Given that the model we previously expected to be branded as M6 MacBook Pro is likely to be thinner than existing models, this may suggest that it might not be as powerful as it would be with an M6 chip in the current casing.

There may be a market segment that wants the most powerful MacBook and is willing to accept a relatively thick and heavy form factor, while another group wants a capable machine but prioritizes elegance more. This could mean that the lineup might look like this in terms of performance (but not price!):

  • MacBook Neo
  • MacBook Air
  • MacBook Ultra (powerful but sleek)
  • MacBook Pro (the most powerful machine in a thicker case)

In this case, the ultra represents the ultimate combination of elegance and power, not raw performance.

I think this supports the iPhone Ultra branding reports. If you want the best camera capabilities and perhaps the best performance, you would get the iPhone 18 Pro/Pro Max. If you want the most impressive form factor, you would get the iPhone Ultra.

Why I think it makes sense

For Apple, it would give more people a reason to move to a more expensive model.

The company has tried this before. The 12-inch MacBook was quite a basic machine in terms of capabilities, housed in a very sleek case. The iPhone 17 Air has a similar concept. What is clear from both examples is that people love aesthetics but are not willing to compromise too much on capabilities.

The iPhone Ultra will appeal to those who want a larger screen, but I think it will cater more to those who want a more impressive form factor. Those wanting the best capabilities in both cameras and perhaps performance will still get the iPhone 18 Pro. Two separate markets, each willing to pay the price difference for different reasons.

In the MacBook series, those who love the elegance of the MacBook Air might be willing to pay for a more powerful machine without having to compromise too much on portability.

It may also be possible for a foldable iPad to find its place here. It won't be the most powerful model, but it will have a truly impressive form factor.

In this case, Apple will have given more people a reason to spend more money. For customers, it offers more options. Of course, we don't want to return to the confusion that Steve had to fix, but I believe there is room for an additional model in many of Apple's product lines.

Would you share your thoughts? Please leave your thoughts in the comments.

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