Washington, April 28 (SANA) Apple Inc. is preparing to expand its “Ultra” premium branding to a new generation of high-performance devices, including a foldable iPhone and an advanced MacBook, as part of a strategy to strengthen its position in the consumer tech market.
According to Macworld, the company is considering launching a foldable device under the name “iPhone Ultra,” positioning it above its current flagship models. The device could be released alongside or shortly after the anticipated “iPhone 18 Pro” series, potentially in limited quantities.
Apple is also developing a “MacBook Ultra” featuring an OLED touchscreen display — a first for the company’s laptop range. The device is expected to outperform the current MacBook Pro and target power users and professionals, with a possible release in late 2026 or early 2027.
The move aligns with Apple’s broader effort to expand its “Ultra” branding, already used for products such as the Apple Watch Ultra, high-end chips and the recently introduced CarPlay Ultra platform. Reports suggest the category could be extended to additional devices, including “AirPods Ultra,” as part of Apple’s push into the premium segment.
R.H/Abd
