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Fold, Ultra, or something else? What should Apple call the foldable display iPhone?

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Why This Matters

As Apple prepares to launch its first foldable iPhone, the naming choice holds significance for branding and consumer perception. A well-chosen name can convey innovation, aspirational qualities, and differentiate it from competitors, impacting its market success and user appeal.

Key Takeaways

Apple is widely expected to release the first iPhone with a foldable display this year. What’s less certain is exactly when it will launch and what Apple will call it.

iPhone Fold, to me, is the clearest shorthand way to reference the foldable iPhone before it has an official name. It also feels like the least likely name to actually be used.

iPhone Fold, you know, the folding one

John Gruber at Daring Fireball dings Fold because the “name is so dumb it’s what Samsung calls their foldables.” I laughed.

“You don’t name a device for what it does, you name it for what it connotes,” he wrote this week. “A good name conveys feeling, not just function.”

Fair, but iPod touch immediately comes to mind.

It was the iPod with a touch screen, marred only by the common shorthand iTouch.

iPhone Fold isn’t a very aspirational name, but it fits the format used by iPod touch, I think. It’s the iPhone with a folding screen.

I joked in the 9to5Mac Slack last September that Apple should call the folding display model iPhone fold (lowercase f, like the lowercase t in iPod touch) as the way to differentiate from a Samsung Galaxy Fold.

In a different era, we’d end up with iFold. For the record, I know that is a bad idea.

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