Apple is reportedly preparing a significant expansion of its product hierarchy with a new 'Ultra' branding tier that would sit above its current Pro lineup, according to a leak published on 27 April.
The report suggests the company is developing afoldable iPhone, referred to as the iPhone Ultra, alongside a high-end MacBook featuring an OLED touchscreen display.
If accurate, the move would mark one of Apple's most substantial shifts in product segmentation, introducing entirely new device categories while keeping its existing Pro range intact.
The information comes from a report citing a source familiar with Apple's roadmap, as published byMacworld. It claims Apple is working on extending its 'Ultra' branding beyond existing uses in Apple Watch Ultra and Apple Silicon chips, into both the iPhone and Mac product lines.
Under this structure, the iPhone Fold would potentially launch as the iPhone Ultra, representing Apple's first foldable smartphone. At the same time, a MacBook equipped with an OLED touchscreen display is also said to be in development, marking a notable shift in how Apple approaches its laptop design philosophy.
These devices are reportedly positioned outside Apple's core product families, which include standard and Pro models.
The reported foldable iPhone would introduce a new form factor for Apple, moving away from the traditional slab-style smartphone design. Foldable displays have already been adopted by several competitors in the smartphone market, but Apple has so far remained absent from the category.
Alongside this, theOLED touchscreen MacBookwould represent another major change. Apple's MacBook range has historically avoided touch input, instead relying on trackpads and keyboards. The introduction of a touchscreen OLED display would therefore signal a departure from long-standing design conventions.
Both products are described as part of Apple's broader exploration of new hardware categories expected to align with product cycles leading up to 2027.
The proposed 'Ultra' tier would sit above Apple's existing Pro branding, which currently spans iPhone, iPad and Mac devices. According toAppleInsider, the company sees Ultra as a way to introduce entirely new hardware categories, such as foldable devices and touchscreen Macs, without disrupting the identity of its established Pro lineup.
Source: International Business Times UK
