Apple is doubling down on its "Ultra" branding with two new premium products launching in the next year. The company's first foldable iPhone will be called the iPhone Ultra, becoming the highest-end option in Apple's smartphone lineup, according to Macworld citing sources familiar with the matter.

The iPhone Ultra will not be part of the iPhone 18 series, arriving instead alongside the iPhone 18 Pro and iPhone 18 Pro Max. This mirrors how the iPhone Air exists outside the numbered series. Apple hopes to ship the device alongside the iPhone 18 Pro, though it may launch a few weeks later with scarcer availability.

Apple is also planning a MacBook Ultra for later this year or early 2027. The laptop will feature an OLED panel and touchscreen, sitting above the MacBook Pro at a significantly higher price point. Memory supply chain shortages have pushed the launch back several months from its original timeline.

The strategy builds on Apple's existing Ultra lineup including the Apple Watch Ultra and M-series Ultra chips. Bloomberg previously reported that AirPods Ultra could also join the premium family.