Apple to unveil iPhone Ultra and MacBook Ultra, hinting at iPad

Apple is set to market two new “Ultra” devices—a foldable iPhone Ultra and a touchscreen‑equipped MacBook Ultra—over the next year, a move analysts say could eventually challenge the iPad’s position in Apple’s ecosystem [1].

Key takeaways

• Apple will brand its upcoming foldable phone as iPhone Ultra, positioning it as a high‑end option separate from the iPhone 18 series [1].
• A MacBook Ultra featuring an OLED panel and touchscreen is also planned, slated for later this year or early 2027 [1].
• Both products are expected to launch alongside the September iPhone 18 Pro and Pro Max events, though the Ultra devices may arrive weeks later [3].
• Analysts suggest the new devices could erode iPad sales over time if foldables and touchscreen Macs gain traction [2].
• Supply‑chain constraints, particularly memory shortages, may delay the MacBook Ultra’s release [1].

Ultra branding expands to foldable iPhone and touchscreen MacBook

Apple’s “Ultra” moniker, already used for its M‑series chips, Apple Watch Ultra, and CarPlay Ultra, will be applied to two hardware categories that have not previously carried the label. Sources familiar with the plan say the foldable iPhone will be called iPhone Ultra and will sit above the iPhone 18 Pro and Pro Max, but it will not be part of the iPhone 18 lineup itself—mirroring how the iPhone Air sits outside the main series [1]. The device is expected to launch alongside the September iPhone event, though Apple may stagger its availability, offering it a few weeks after the Pro models and with limited stock [1][3].

The MacBook Ultra, meanwhile, is described as a premium laptop that will incorporate an OLED display and a built‑in touchscreen, positioning it above the current MacBook Pro line in both price and capability [1]. Originally slated for a 2026 launch, the product’s timeline may slip into early 2027 due to ongoing memory‑chip supply shortages [1]. Bloomberg previously hinted at this branding, and rumors also suggest an “AirPods Ultra” could follow, though no official confirmation exists yet.

Potential impact on the iPad’s role

Industry commentary points to the possibility that these Ultra products could gradually diminish the iPad’s unique value proposition. The foldable iPhone Ultra, when opened, is expected to resemble an iPad mini in size and functionality, offering a pocket‑sized device that can double as a tablet [2]. If foldable phones become mainstream and price points drop, some users may opt for a single device that serves both phone and tablet roles, reducing the need for a dedicated iPad [2].

Similarly, a touchscreen MacBook could erode the iPad’s advantage as the only Apple product with a native touch interface for macOS‑based tasks. While the iPad currently occupies a niche between the iPhone and MacBook, the introduction of a touch‑enabled laptop may shift consumer preferences toward a more traditional laptop form factor with touch capabilities [2]. Analysts caution that the immediate effect on iPad sales will likely be modest, but the long‑term trajectory could see the iPad becoming a more specialized or niche product if Apple continues to expand its Ultra lineup.