Apple is preparing to stretch its Ultra label beyond watches and silicon chips, earmarking it for a foldable iPhone Ultra and a premium OLED MacBook. The move follows a report dated April 27 that outlines a new top‑tier bracket sitting above the existing Pro lineups. By assigning the Ultra moniker, the company creates a distinct shelf for hardware that breaks the slab‑style mold in the near term.

Industry insiders say the Ultra tier lets Apple launch riskier form factors without diluting the Pro identity, which has long covered incremental upgrades across iPhone, iPad and Mac. A folding iPhone would operate on a different ergonomic principle, while a touchscreen MacBook would require an OLED panel—both departures that don’t fit the current Pro narrative.

With product cycles extending to 2027, Apple can slot these Ultra devices into the upcoming iPhone and Mac refreshes, charging premium prices while keeping the core lineup stable. Consumers seeking cutting‑edge designs will face higher entry costs, but the strategy safeguards mainstream sales and gives Apple a clear revenue‑per‑user path. The Ultra brand now anchors Apple’s push into truly novel hardware.