Apple’s “Pro” branding might be getting some company at the top. According to reports, Apple is preparing to launch as many as three new products under an “Ultra” name: a foldable iPhone Ultra, a MacBook Ultra, and an AirPods Ultra.
The iPhone Ultra is the headline act. It’s described as a book-style foldable with a 7.7-inch inner display and a 5.3-inch outer screen, two rear cameras, one front camera, and a Touch ID power button instead of Face ID. Pricing estimates run from $1,999 to $2,499, which would make it Apple’s most expensive iPhone by a wide margin for reference, the iPhone 16 Pro Max tops out around $1,599 at its highest storage tier. Supply is expected to be tight at launch given how tricky foldable displays and hinges are to manufacture at scale.
AirPods Ultra is the stranger idea of the three. It’s rumored to be an AirPods Pro variant with tiny infrared cameras built in, feeding visual data to Siri so it can recognize what a user is looking at, similar to Visual Intelligence on iPhone. A small LED would reportedly indicate when the camera is active. MacBook Ultra, meanwhile, is pegged as a thinner, OLED touchscreen laptop positioned above the MacBook Pro, running a new Apple silicon chip.
The branding logic tracks with what Apple already does. Apple Watch Ultra and the M-series Ultra chips already sit above their respective “Pro” tiers, so extending that same structure to iPhone, Mac, and AirPods would just formalize a pattern Apple’s had in place since 2022.
None of this changes what’s available to buy today, but if you’re saving up for a foldable iPhone, the smart move is to wait for official pricing before assuming the top end of these leaks is accurate.
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