The iPhone lineup got a big infusion of change this year, with a brand new iPhone Air model and more distinct Pro line. But the changes are just beginning, as next year is rumored to bring Apple’s first ever foldable iPhone. Here are three reasons why that foldable might be the first ‘iPhone Ultra.’
#1: Ultra beats Max
One challenge with naming the foldable iPhone is that it will have a larger screen than the iPhone 18 Pro Max. So Max will no longer truly mean ‘max.’
Apple’s naming schemes don’t always make sense. For example, the iPad Air should in theory be thinner and lighter than the iPad Pro. But it’s not.
Most of the time though, there’s more coherence to Apple product names.
And looking at current Apple products, there’s already one example of a ‘Max’ name being usurped hierarchically by ‘Ultra.’
Apple’s M-class chips follow this scheme. The M3 Ultra is better than the M3 Max, which is better than M3 Pro, and so on.
If Apple wants to communicate that there’s a new iPhone that’s better than the long-time best ‘Pro Max,’ using ‘iPhone Ultra’ makes a lot of sense.
#2: Not just another ‘Fold,’ but something new
Some companies unashamedly follow Apple’s lead by copying designs and naming. Apple, meanwhile, tends to prefer going its own way.
Apple Vision Pro is a great example. You won’t find the term ‘VR headset’ in any of Apple’s Vision Pro marketing. Why? Because the product isn’t a VR headset. Per Apple, it’s a “spatial computer.”
Similarly, the company’s AI features aren’t “artificial intelligence,” they’re “Apple Intelligence.”
Based on this pattern, I doubt Apple will follow the ‘Fold’ naming scheme that Samsung and Google have popularized for years. The company will want to be seen as doing something new.
Technically, Samsung has already used the ‘Ultra’ name too. But it’s never been for a foldable model, so it’s not an existing ‘industry standard’ in that sense.
The ‘iPhone Ultra’ name would stand out more as being a whole new thing, rather than being “just another Fold.” And that’s what Apple will want.
#3: Price point that’s Ultra-worthy
Pricing is another big reason Apple might opt for iPhone Ultra naming.
Apple Watch Ultra launched in 2022 at $799—significantly higher than the roughly $400 cost of the ‘Series’ Apple Watch.
Rumors indicate the foldable iPhone will cost at or above $2,000.
Currently, the most expensive iPhone—iPhone 17 Pro Max—starts at $1,199. That’s a huge jump in pricing.
If you’re Apple, and you want to sell users on the idea of a much more expensive iPhone, sticking the ‘Ultra’ name on it seems like a winning strategy.
’iPhone Fold’ might appear overly expensive at $2,000, but for an iPhone Ultra—meaning, the best possible model—it’s not so bad. Psychologically, the price tag should be easier to swallow with the Ultra name attached.
Do you expect Apple to use the iPhone Ultra name for its foldable? Or iPhone Fold, or something else entirely? Let us know in the comments.
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