Apple plans to significantly expand the Ultra brand and launch two new premium products under this name over the next year.
According to Macworld, the first will be the long-awaited foldable iPhone, which may be presented as the iPhone Ultra. It will be positioned as the company’s most expensive and technologically advanced smartphone, becoming a separate model in Apple’s portfolio. Moreover, its launch will be the first major step of the new Apple CEO John Ternus.
Although the device may be introduced simultaneously with the iPhone 18 series, it will be positioned separately and will not be part of the main product line – similar to the iPhone Air. At the same time, sales of the iPhone Ultra may start a little later than the iPhone 18 Pro due to production difficulties and limited supplies.
The second device will be the MacBook Ultra, a new flagship laptop that will be placed above the MacBook Pro. It is expected to have an OLED display, touchscreen and a significantly higher price, targeting the most premium segment. Initially, the model was planned to be released earlier, but due to memory shortages, the launch could be postponed to the end of the year or even to the beginning of 2027.
By the way, Apple already uses the Ultra brand for Apple Watch, M-series chips, and CarPlay, and in the future, this strategy may even extend to AirPods.
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