Apple Inc. is planning a new "Ultra" product tier featuring a foldable iPhone and a touchscreen MacBook [1].
This shift represents a strategic move to push the company's premium offerings beyond the existing Pro line. By introducing a higher-priced category, Apple aims to capture a more affluent market segment through hardware innovations that distinguish these devices from standard high-end models [2].
The company is reportedly planning two new Ultra products [3]. The first of these, the iPhone Ultra, is expected to arrive in September 2026 [4]. This device will feature a foldable display, marking a significant departure from the traditional slab design of previous iPhone generations [1].
Following the smartphone launch, Apple intends to release the MacBook Ultra in early 2027 [4]. This laptop is expected to incorporate an OLED touchscreen, combining the capabilities of a traditional computer with a more interactive display interface [2].
Apple has historically used the "Ultra" branding for specific high-performance components, such as the Apple Watch Ultra and M-series Ultra chips. Expanding this nomenclature to the iPhone and MacBook lines suggests a broader effort to standardize its most expensive and feature-rich hardware under a single identity [2].
The development of these devices signals a transition toward foldable technology and OLED integration across the ecosystem. These changes are designed to offer a level of utility, and luxury, that exceeds the current Pro specifications [1].
“Apple is planning a new "Ultra" product tier featuring a foldable iPhone and a touchscreen MacBook.”
The introduction of an Ultra tier suggests Apple is seeking new revenue streams by creating a luxury ceiling above its Pro models. By integrating foldable screens and OLED touch technology into flagship devices, Apple is attempting to redefine the premium hardware experience and respond to the growing foldable market competition.
