Apple plans Ultra expansion with foldable iPhone and MacBook

Yesterday 14:59

By: Dakir Madiha

Apple plans Ultra expansion with foldable iPhone and MacBook

Apple is preparing to expand its “Ultra” branding strategy beyond the Apple Watch, with plans for a foldable smartphone expected to launch as the “iPhone Ultra” and a redesigned premium laptop reportedly called the “MacBook Ultra.” The move would create a new product tier positioned above the company’s existing Pro lineup.

Reports indicate that Apple’s first foldable iPhone is being developed as a major redesign of the product category. Industry sources describe the device as one of the company’s most significant hardware shifts since landmark models such as the iPhone 4 and iPhone X. Rather than adopting the “Fold” naming convention used by rivals, Apple is expected to align the device with its existing premium naming structure through the Ultra label.

The foldable device is expected to debut during Apple’s September event alongside the iPhone 18 Pro series. Trial production is reportedly underway at Foxconn, with mass production potentially beginning in July. Initial shipments are expected to range between three and five million units before scaling significantly by 2027.

Leaked specifications describe a book style foldable design featuring an internal display between 7.7 and 7.8 inches and an external screen measuring around 5.5 inches. Apple is reportedly prioritizing efforts to reduce or eliminate the visible crease that has affected competing foldable devices from Samsung. Pricing is expected to approach $2,000, reinforcing the product’s positioning as an ultra premium device.

The Ultra branding strategy is also extending into Apple’s laptop portfolio. Reports suggest the company is developing a MacBook Ultra with a thinner design, OLED touch display, next generation M6 chips built on a 2 nanometer process by Taiwan Semiconductor Manufacturing Company, and potential integrated cellular connectivity. The product would target the highest end of the notebook market while Apple simultaneously explores more affordable devices for entry level users.

However, the MacBook Ultra project may face delays. Industry reports indicate that a global memory shortage could push the launch from late 2026 into early 2027, affecting Apple’s ability to secure sufficient RAM supplies for large scale production.

The expected launch of the iPhone Ultra also coincides with a major leadership transition at Apple. The company announced that hardware chief John Ternus will succeed Tim Cook as chief executive in September, while Cook becomes executive chairman. The foldable iPhone could therefore become one of the first flagship hardware announcements under the company’s new leadership structure.