Will iPhone Ultra be the new symbol of 'iPhone peak'?

Many leaked sources said that next year, Apple will launch the first foldable iPhone - the first foldable iPhone model in the brand's history. And according to observers, this device will most likely be called iPhone Ultra , opening a completely new segment in the iPhone ecosystem.

The iPhone Ultra will open up a whole new segment in the iPhone ecosystem. Photo: 9to5mac

Here are three key reasons why many experts believe Apple will choose the name “Ultra” instead of “Fold” for the first generation of foldable iPhones.

“Ultra” is better than “Max”: When brand language needs to evolve

One problem Apple faces when naming the foldable iPhone is the screen size. According to rumors, this foldable model will have a screen larger than the iPhone 18 Pro Max, making the concept of “Max” (meaning “largest”) become… no longer “max”.

Apple’s naming conventions aren’t always perfect. For example, the iPad Air—which sounds thinner and lighter—is actually no lighter than the iPad Pro. But for the most part, Apple has been consistent with its product language.

And in the current ecosystem, Apple has a clear precedent: the M-series chip line. The naming structure of this chip line is M3 > M3 Pro > M3 Max > M3 Ultra, with “Ultra” always being the highest, most powerful level.

So if Apple wanted to emphasize that this new iPhone goes beyond the Pro Max line, using the name “iPhone Ultra” was the perfect choice – it was both easy to understand and fit with the existing brand language.

More than just “Fold”: Apple wants to create a completely new concept

While many other technology companies do not hesitate to copy Apple's strategy, Apple always tries to be different. Instead of following the beaten path, the company likes to create its own language, redefining its products in its own way.

“iPhone Ultra” sounds like a declaration that this is not just a foldable iPhone, but a whole new class of iPhone. Photo: 9to5mac

A clear example is the Apple Vision Pro. Throughout its marketing campaign, Apple never called it a “VR headset,” but rather a “spatial computer.” Because for Apple, Vision Pro is not simply a VR device, but a new computing platform.

Similarly, in the field of artificial intelligence, Apple does not use the phrase "Artificial Intelligence" but changes it to "Apple Intelligence" - emphasizing its own identity, completely different from the rest of the technology industry.

By that logic, the likelihood of Apple calling its foldable iPhone the “iPhone Fold” is slim to none. The word “Fold” is already associated with Samsung, Google, and many other Android companies. Apple would not want to be seen as a “follower.”

It is true that Samsung has used the word “Ultra” before – like in the Galaxy S Ultra – but never applied it to the folding phone line. Therefore, naming the product iPhone Ultra will help the product become different, independent, and “newer” in the eyes of users.

“iPhone Ultra” sounds like a declaration that this isn’t just a foldable iPhone, but a whole new class of iPhone – opening another chapter in Apple’s design history.

“Ultra” – a name that matches the “super high” price

Price is also a factor that makes Apple choose the name “Ultra”.

Remember that the Apple Watch Ultra launched in 2022 for $799, which is almost double the price of the regular Apple Watch Series (around $399–$429). And this fits perfectly with Apple’s positioning strategy: “Ultra” means more premium, more durable, more worthy.

According to rumors, Apple's first foldable iPhone will cost at least $2,000, or even more.

Meanwhile, the iPhone 17 Pro Max – the most expensive iPhone model today – starts at only $1,199. So the foldable iPhone will cost about $800–$1,000 more, a gap too big to simply call it “Fold”.

But if attached to the name "Ultra", users will easily accept the higher price, because in their psychology, "Ultra" means the pinnacle, luxury and superiority in technology.

Folding iPhone concept video . (Source: bob obba)

In other words, the “iPhone Fold” might have sounded too expensive at $2,000, but the “iPhone Ultra” makes that number more reasonable—at least emotionally.

From a marketing perspective, this is a psychological pricing strategy that Apple has successfully applied many times before.

In a broader sense, “Ultra” is not just a name, but a way for Apple to expand its price and segmentation ladder. While other companies compete by cutting prices or introducing cheaper models, Apple climbs the value ladder, turning each step into an opportunity to increase profits while maintaining its brand appeal.

The iPhone SE will be the entry-level model. The iPhone Air will be the high-end model. The iPhone Pro and Pro Max will be the high-end model. And the iPhone Ultra, if it comes to fruition, will be the pinnacle of the ecosystem, combining groundbreaking design with sophisticated folding technology.

This is the “brand laddering” strategy that Apple has used brilliantly for many years: each product level does not eliminate the lower level, but pulls the entire ecosystem up.

(According to 9to5mac, AppleInsider)

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