Apple is expanding its "Ultra" branding to include a new foldable iPhone and a high-end OLED MacBook, positioning both devices as premium alternatives to its standard flagship product lineups.

Key Points

• Apple plans to launch a foldable "iPhone Ultra" that will exist as a separate, top-tier device alongside the upcoming iPhone 18 Pro and Pro Max models.
• The company is developing a "MacBook Ultra" featuring an OLED touchscreen, which will be priced significantly higher than the current MacBook Pro series.
• The MacBook Ultra release is currently delayed by several months due to ongoing memory supply chain shortages, pushing the expected launch to late 2026 or early 2027.
• The "Ultra" designation continues Apple's existing branding strategy, which already includes the Apple Watch Ultra, M-series Ultra chips, and CarPlay Ultra.

Why it Matters

This branding shift signals Apple's intent to capture the ultra-premium market segment by creating distinct product tiers that sit above its traditional Pro offerings. These high-end devices could significantly increase average selling prices and profit margins, though supply chain constraints remain a critical hurdle for the company's hardware roadmap.