In recent years, there have been reports that Apple has considered launching a high-end “Ultra” model that could replace the Pro Max line or sit above it in the company’s product hierarchy.

Before the iPhone 15 was announced, Bloomberg journalist Mark Gurman suggested that the Pro Max model might be called the Ultra, but that didn't happen. That information resurfaced during the iPhone 16 rumor cycle, when Gurman predicted that a more expensive Ultra model might be released alongside the Pro and Pro Max versions, but that didn't happen. Now, however, the leak has returned.

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An iPhone 17 Pro Max concept. Photo: MG Bits

This year's Apple flagship, commonly known as the iPhone 17 Pro Max, looks set to receive significant upgrades. And Korean tipster "yeux1122" on the Naver blog has compiled multiple leaks from Weibo sources, investment reports, supply chain trends, etc., suggesting that the 2025 "Pro Max" model could be called the iPhone 17 Ultra.

Exclusive upgrades

Some previous reports suggested that both iPhone 17 Pro models would feature a smaller Dynamic Island, but the latest leaks have debunked this information.

According to "yeux1122" , only the iPhone 17 Ultra will have the smaller Dynamic Island. Based on the component orders for the smaller Dynamic Island, the supply is "insufficient" to cover both the iPhone 17 Pro and iPhone 17 Pro Max models, meaning there will only be enough for one model – and that may just be the top-end version.

Additionally, "yeux1122" also claims that only the "Ultra" model will be equipped with a vapor chamber cooling system, although some other leaks suggest that this feature could appear on both Pro models or even the entire iPhone 17 series.

Finally, the blogger says the “Ultra” model will be thicker than the iPhone 17 Pro due to its larger battery. This is the only rumor so far that only concerns the iPhone 17 Pro Max.

In addition to the three upgrades above, there are several rumored features that could set the iPhone 17 Ultra apart. According to MacRumors , it was initially reported that only the iPhone 17 Pro Max would feature 12GB of RAM, but a later leak confirmed that both Pro models will have 12GB of RAM. Similarly, it was initially reported that only the 17 Pro Max would feature a 48MP periscope camera, but it was later reported that the iPhone 17 Pro would also feature a 48MP triple rear camera...

Apple's New Naming Strategy

Source "yeux1122" also commented that there are signs that Apple wants to change the way it names iPhones. The Plus line may be eliminated and replaced with a thinner version, called the iPhone 17 Air. Last month, Apple also expanded the iPhone 16 line by adding the iPhone 16e, which was previously expected to be the iPhone SE 4.

Adding the "Ultra" name could help Apple create a clearer distinction between the two top-end iPhone models, justifying the higher price of the "Ultra" model with more advanced features.

Thus, the iPhone 17 product line will include: iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Ultra.

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The image is said to be the iPhone 17 Pro Max frame CNC machined from aluminum or titanium. Photo: Majin Bu

Apple has established a naming system with "Air," "Pro," and "Ultra" tiers across its various product lines. For example, the MacBook Air and iPad Air are lightweight, consumer-friendly options, while the "Pro" models are aimed at professional users who need more performance.

The “Ultra” line, which appears on products like the Apple Watch Ultra, denotes a premium product with superior capabilities. It also features the most powerful Apple Silicon chip to date – the M3 Ultra.

Previously, 9to5Mac reporter Ryan Christoffel also questioned why Apple designed the iPhone 17 Pro Max thicker while simultaneously launching an ultra-thin iPhone model like the iPhone 17 Air. From there, Ryan hypothesized that Apple was trying to create a clearer distinction between the models, including renaming the iPhone 17 Pro Max to iPhone 17 Ultra.

Whether Apple will actually apply the Ultra name to the top-end iPhone 17 model remains to be seen. Apple always has its own plans and may surprise everyone this fall.

Unless further confirmation comes from reliable sources, users will have to wait until the iPhone 17 series launches around mid-September as usual to know exactly about this.

Watch iPhone 17 Pro Max sample video (Source: Asher Dipprey):

(According to Macrumors, Forbes, PhoneArena)

Images reveal new design of iPhone 17 Pro Max Apple's upcoming iPhone 17 Pro models are said to have a major design overhaul, and recently, an image said to be taken on the assembly line of the unannounced devices has appeared.