The iPhone line has undergone a major change in 2025, with a brand new iPhone Air model and a clearer Pro line. But the changes are far from over, as Apple’s first foldable iPhone is expected next year.
There have been rumors for several years that Apple wants to launch an iPhone Ultra. It was long thought that the Ultra would eventually replace the Max, but it is much more logical that the foldable iPhone will be called ‘iPhone Ultra’. Here are three reasons why.
Ultra exceeds Max
Ultra isn’t new to Apple’s product line; The Apple Watch Ultra is the ultimate Apple Watch for outdoors and has more advanced technologies than the standard models. Ultra can also be found in the field of performance. Apple’s M chips follow this pattern. The M3 Ultra is more powerful than the M3 Max, which is more powerful than the M3 Pro, and so on.
The difference between the iPhone Pro and the iPhone Pro Max lies mainly in the larger screen; in terms of performance they are equivalent today. You could say that ‘Max’ stands for maximum screen and performance. The foldable iPhone will have a significantly larger screen than the iPhone 18 Pro Max. If Apple wants to introduce a new iPhone that is super attractive than the critically acclaimed ‘Pro Max’, then the name ‘iPhone Ultra’ is a logical choice.
Not a Fold, but something new
Apple has a habit of giving its products, software and technologies unique names, without following the terminology of other companies. For example, Apple does not refer to their artificial intelligence as ‘Artificial intelligence’ (AI), but as Apple Intelligence. Smart, because the abbreviation remains AI, but with an original twist.
Another striking example is the Apple Vision Pro. You won’t see the “VR headset” label in Apple’s marketing communications. Why? Because according to Apple, the product is not a VR headset, but a ‘spatial computer’.
It is obvious that Apple will not call the foldable iPhone an iPhone Fold, as there are many companies that already call their foldable smartphones that. The name ‘iPhone Ultra’ would therefore stand out much more as something completely new, instead of ‘just another Fold’.
Ultra price tag
Price plays a crucial role in considering whether to choose the name iPhone Ultra. Introduced in 2022, the Apple Watch Ultra had a suggested retail price of $999, significantly higher than the approximately $479 of the regular Apple Watch Series. This price difference is also visible with the M chips; You pay more for an M Ultra than for the Pro or Max processor. The expected cost of Apple’s first foldable iPhone is between $1,800 and $2,000, which is in line with the Ultra price segment. By using the term ‘Ultra’, Apple justifies the high price.