iPhone Ultra could be the start of a whole new era at Apple — where Pro isn't the best anymore
Apple may be entering a new era where the 'Ultra' branding surpasses its current 'Pro' lineup in terms of premium positioning. The upcoming foldable iPhone, reportedly named iPhone Ultra, could mark the beginning of this shift, offering advanced features beyond the standard Pro models. This change would allow Apple to differentiate groundbreaking devices from its annual product cycle.
- ▪Apple is reportedly planning to launch a foldable iPhone under the name iPhone Ultra, signaling a shift from its traditional Pro branding.
- ▪The iPhone Ultra is expected to feature a 5.3-inch cover display and a 7.8-inch foldable display with minimal creasing, setting it apart from existing models.
- ▪Unlike the annual iPhone releases, the Ultra model may follow a staggered release schedule, independent of the standard iPhone series.
- ▪The Apple Watch Ultra already exists as a high-end product, suggesting Apple is expanding the Ultra brand across its device ecosystem.
- ▪Adopting the Ultra name helps Apple position the foldable iPhone as a premium innovation beyond the Pro and Pro Max variants.
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Laptops MacBooks iPhone Ultra could be the start of a whole new era at Apple — where Pro isn't the best anymore News By Tom Pritchard published 28 April 2026 It's about to get very Ultra at the Apple Store When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Majin Bu on X) Copy link Facebook X Reddit Email Share this article 1 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter For years, Apple's peak has been defined by its Pro products. The MacBook Pro, iPhone Pro, iPad Pro, Vision Pro — the best of the best Apple devices have almost always had some sort of Pro moniker attached to them.
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