As the article published recently states, we believe that "next year, Apple will introduce its first-ever foldable iPhone."

While some speculate it might be called "iPhone Fold," sources suggest its name will likely be "iPhone Ultra". This could open up a new segment within the iPhone ecosystem that has not existed before.

As a result, we believe that this will elevate the hierarchy of value and enhance user perception of the "iPhone class," thereby becoming a symbol of Apple's dominance.

Considering the precedent set by the "Ultra" model in the Apple Watch lineup, this article explains the intended positioning of the "iPhone Ultra."

Source: 9to5mac

Why "Ultra" and Not "Fold"? Three Key Arguments

1) The Need for a Higher Concept Than "Max": Brand Definition Consistency

The rumored foldable model is said to have a larger screen size than the iPhone 18 Pro Max, meaning the concept of "Max" (maximum) would no longer hold. While Apple's naming conventions are not always perfect—for example, the iPad Air, despite its name suggesting "thin and light," is not necessarily lighter than the iPad Pro—the company has consistently maintained consistency in its product names.
A precedent that supports this consistency is the M-series chip line. In this hierarchy, M3 > M3 Pro > M3 Max > M3 Ultra, with Ultra always representing the pinnacle. If Apple wants to introduce a new category that surpasses the Pro Max, "iPhone Ultra" would be the perfect choice, fitting perfectly with their existing brand language.

2) A Narrative Beyond "Foldable": Apple Reimagines the Concept Itself

While other companies hesitate to imitate Apple's strategies, Apple has redefined products in its own unique language, moving beyond established frameworks.
A prime example is the Apple Vision Pro. The company presented it not merely as a "VR headset" but as a "spatial computer," an entirely new computing platform. Similarly, with AI, instead of the generic "artificial intelligence," they used the term "Apple Intelligence" to emphasize their unique identity.
In this context, it's unlikely Apple would name it "iPhone Fold." The term "Fold" strongly evokes Samsung, Google, and other Android companies, which could create the impression of being a follower.

On the other hand, while there are precedents like the Galaxy S Ultra, "Ultra" has not been used for Samsung's foldable smartphones. The name iPhone Ultra gives users the fresh impression that this product stands apart from existing devices, with a high degree of independence. In other words, it's not just a foldable iPhone, but a term that declares an entirely new class. It can be said that this nomenclature opens a new chapter in Apple's design history.

3) A Name Tag Fitting for an "Ultra-Premium" Price: Psychological Price Acceptance

The price aspect is also important. The Apple Watch Ultra debuted at $799, positioned at almost twice the price of the Apple Watch Series (approx. $399-$429).

The name "Ultra" served as a signal indicating a more premium product with enhanced durability and value.
Rumors suggest that the first foldable iPhone will cost at least $2,000. This means an additional $800-$1,000 compared to the current most expensive model, the iPhone 17 Pro Max, which costs $1,199.

If this difference were simply presented as a "Fold," it might be perceived as too expensive; however, if it bears the label "Ultra," its emotional validity increases. Apple's repeatedly successful psychological pricing strategy is likely to work here as well.

Furthermore, in a broader sense, "Ultra" means more than just a name; it is also a mechanism for expanding the price and segment hierarchy. Even when other companies are lowering prices or competing with lower-cost models, Apple will ascend the value hierarchy, increasing profits step by step while maintaining brand appeal.

Climbing the Ecosystem Ladder: An Extension of Brand Laddering

Apple has long skillfully utilized "brand laddering." Instead of eliminating lower-level products, each level is designed to elevate the entire ecosystem.
For example, the iPhone SE is an entry-level model, the iPhone Air (if realized) would be a high-end model, and the iPhone Pro/Pro Max are also positioned as high-end.

Within this framework, the iPhone Ultra integrates innovative design with sophisticated folding technology, positioning it as the flagship at the pinnacle of the ecosystem—that's the picture that emerges.

Summary

• The name iPhone Ultra clarifies its position as the pinnacle beyond Pro Max (following the lineage of M3 > M3 Pro > M3 Max > M3 Ultra).

• Redefining the product concept with a unique narrative, similar to Vision Pro and Apple Intelligence, without relying on "Fold."

• As demonstrated by the Apple Watch Ultra at $799, "Ultra" facilitates psychological acceptance even in the ultra-premium range. This aligns with the rumored $2,000 price point.

• The goal is to elevate the overall value hierarchy through brand laddering, thereby strengthening the ecosystem.

In essence, the iPhone Ultra is not "just a foldable" but a naming convention that embodies a "new class of iPhone," and it could become a banner that once again emphasizes Apple's dominance.