Apple enters the iPhone and MacBook market for the ultra-rich.

Apple seems to believe that the term "Pro" is no longer sufficient to categorize its highest-end products.

According to Macworld , Apple is expanding the "Ultra" brand beyond the Apple Watch and Mac chips, with iPhones and MacBooks being among the devices inheriting the new naming convention. This means that iPhone Ultra and MacBook Ultra could appear soon.

Is iPhone Ultra the name of the first foldable iPhone model?

PHOTO: MajinBuofficia

Rumors about the iPhone Ultra and Apple's first foldable smartphone have been circulating for a long time, and this new report further strengthens the credibility of this information. This also means Apple will not position the foldable iPhone within the iPhone 18 lineup but will create a separate product line, similar to the iPhone Air.

Expected to launch in September 2026, the iPhone Ultra will top the iPhone lineup, redefining the established hierarchy. The iPhone 18 Pro and 18 Pro Max will continue to hold their positions as the best regular iPhones, while the iPhone Ultra will be the only foldable iPhone, at a higher price point.

Apple wants to expand the Ultra brand reach.

On the MacBook side, the MacBook Ultra will be the first touchscreen OLED MacBook, surpassing current MacBook Pro models in features and price. It may be equipped with M6 Pro and M6 Max chips, manufactured using TSMC's 2nm technology.

The MacBook Ultra will stand out with its touch-sensitive OLED display.

PHOTO: DIGITALTRENDS

Rumors also suggest the MacBook Ultra will feature a Dynamic Island display, a thinner chassis, and a more durable hinge, suitable for frequent touch input. Initially, the MacBook Ultra was expected to launch in late 2026, but the global memory crisis may cause the launch to be delayed until early next year.

Besides the iPhone Ultra and MacBook Ultra, the "Ultra" name could also be applied to a new high-end AirPods model, which is rumored to integrate a camera. This name might be more fitting for groundbreaking products than a minor upgrade to the current AirPods Pro 3. Additionally, the iPad Ultra could also feature a larger screen and a foldable design, a priority for incoming CEO John Ternus.

Of course, what many people might be concerned about with the Ultra line is its price. Creating a higher-end segment compared to the Pro version could lead to significantly higher pricing. For example, the rumored foldable iPhone will have a starting price of $2,000, which is quite high even for Pro users.

Source: https://thanhnien.vn/apple-buoc-vao-cuoc-choi-iphone-va-macbook-cho-gioi-sieu-giau-18526042816070053.htm