Apple has been reshaping its iPhone lineup with changes made in recent years. The company, which has particularly distinguished its Pro models from the standard models with more prominent features, is now working on the tech world’s eagerly awaited foldable iPhone. Rumors suggest that this new device, which could be introduced next year, could also break new ground in naming and be called the “iPhone Ultra.”

The foldable iPhone Ultra could be positioned above the iPhone Pro Max

The strongest reason for this naming lies in Apple’s own product hierarchy. Currently, the top-of-the-line model is known as the “Pro Max.” However, a foldable iPhone could surpass the “Max” name due to its screen size. Apple’s naming strategy for its M-series processors sheds light on this. Just as the M3 Ultra chip is more powerful than the M3 Max, the “Ultra” label also suggests a superiority over the “Max.” Therefore, Apple may choose the name “Ultra” to describe a new, more premium model.

Apple’s marketing strategy is another key factor supporting the “Ultra” name. The company is choosing to forge its own path rather than follow the naming conventions popularized by its competitors. For example, it used the term “Spatial Computer” instead of “virtual reality” for its VR headsets. Similarly, it created the “Apple Intelligence” brand for its artificial intelligence features. Given this approach, it seems unlikely it will use the “Fold” moniker adopted by Samsung and Google. The “iPhone Ultra” name would position the device not as a “new foldable phone” but as an entirely new category.

Pricing could also be the final piece that makes this naming strategy a viable one. The foldable iPhone is rumored to carry a price tag of $2,000 or more. This price, which is significantly higher than the starting price of the current most expensive iPhone model, requires strong branding to justify it. Just as the Apple Watch Ultra justifies its higher price compared to standard models with the “Ultra” name, a foldable model could also reinforce its premium image with this name. Psychologically, paying a higher price for a device called the “iPhone Ultra” may be more acceptable to users than paying for one called the “iPhone Fold.”

So, what name do you expect Apple to use for its first foldable phone? Do you think “iPhone Ultra” is the right name for this new model, or will the company surprise us with a completely different name? Share your thoughts with us in the comments.