Apple is rumored to brand its first foldable smartphone as the iPhone Ultra, departing from traditional numerical naming like the iPhone 18 Ultra. This strategy allows Apple to release foldable models independently of the annual iPhone cycle. The device is expected to debut alongside the iPhone 18 Pro and Pro Max at a September 2024 event, though delays may push its launch a few weeks later. This flexibility suggests Apple aims to position the iPhone Ultra as a distinct product line.

The MacBook Ultra is also in development, featuring a groundbreaking OLED touchscreen, which would make it the first MacBook with both a touch interface and OLED display. Industry analysts speculate the device could cost over $3,000, aligning with Apple’s premium Ultra branding. Delays to a 2027 release stem from shortages in advanced RAM supplies, pushing back Apple’s original 2024 timeline. The MacBook Ultra is said to include "entirely new feature sets" compared to existing MacBooks, though specifics remain unclear.

A foldable iPad Ultra is reportedly a priority for Apple’s incoming CEO, John Ternus, potentially becoming the most expensive iPad ever. While details are scarce, the device could merge iPadOS with foldable tech, targeting high-end markets. Apple’s Ultra branding appears to signal a shift toward premium, innovative hardware across its ecosystem.

These developments highlight Apple’s ambition to dominate emerging tech categories. By decoupling Ultra products from standard release cycles, the company may redefine consumer expectations for foldables and high-end laptops.