Apple is shifting towards producing more "Ultra" products, with high-end devices on the way that may extend the use of the special suffix in new ways.
Everyone is already quite familiar with the way Apple uses specific names as shorthand for different product tiers. While Pro, Air, and Mini are already widely used across the ecosystem in various ways, Apple could do the same with Ultra.
Writing in the Bloomberg "Power On" newsletter on Sunday, Mark Gurman muses that, while the world is fascinated with the new MacBook Neo and the entry-level market, there's the other end of the scale to consider. Apple is shifting to making more high-end hardware, Gurman claims.
He describes them as "Ultra" tier products, and admits that Apple may not use the term everywhere in the future. However, he insists that multiple products in development are good enough to earn that suffix, if not necessarily using it in its actual name.
Ultra shortlist
To Gurman, there are a few products worthy to carry the name. The big one being the iPhone Fold.
The theory is that the iPhone Fold will be Apple's first foldable with a massive inner screen, which is ultimately a big deal. Its use of new in-display sensors and other technologies, as well as its expectedly sizable $2,000 price tag, also helps it fit the "Ultra" name scheme.
The iPhone Fold will be 'Ultra' in ethos, if not necessarily by name - Image credit: AppleInsider
Apple may not use the term with it, and could go with a more descriptive title like iPhone Fold. But, to Gurman, it's advanced enough to earn "Ultra" anyway.
The rumored AirPods Pro with additional cameras are also considered to be "Ultra." By using cameras to feed Apple Intelligence with a view of the world, it will go far beyond the usual audio-centric capabilities of AirPods.
There's also the expectation that this added functionality and sensors will make them more expensive as well.
The third qualifying product in Gurman's view is the rumored late 2026 update to the MacBook Pro. The change, which will include an OLED screen upgrade that will bump up the price even more, will have a much higher standing in Apple's product range than the just-launched M5 Pro and M5 Max models.
Once again, Apple will probably maintain the MacBook Pro name scheme for this model, but going for "MacBook Ultra" would signify their position to consumers more.
Premium pattern
For Apple, adopting names for product tiers like Ultra, Pro, or Air provide a useful way for consumers to classify if it's the kind of product that they should buy. However, Apple's use of it has been quite minimal so far.
So far this has emerged in just three areas, with the Apple Watch Ultra being the only product actually sold using the term. There's also the Ultra variant of M-series chips, as well as CarPlay Ultra.
In each case, the designation is for something that is far beyond what lower tiers provide.
The M3 Ultra was the last 'Ultra' chip. More could be on the way eventually.
The Apple Watch Ultra is very expensive compared to the Apple Watch, but it's matched by specifications and features that are unmatched by the standard model.
Likewise, while CarPlay is an infotainment system, CarPlay Ultra expands to be used across multiple screens. Its features are also more integrated with the car's software, allowing it more control over various systems than normal CarPlay.
As for the chips, the Ultra versions have so far consisted of two Max variant chips connected together by an interconnect. Ultra chips have literally double the core counts and capabilities of the Max counterparts.
This is a pattern that Apple could reasonably expand into the rest of its product ranges. Simply by creating a hyper-premium model with specifications and capabilities to match.
All this said, it may not necessarily choose to slap the Ultra name everywhere. The XDR in Studio Display XDR refers to its technology rather than declaring itself the premium option.
But, as it moves to make more premium options to extend its various product ranges, it will be tempted to extend its Ultra term to more hardware.
