On October 9, according to the American technology website 9to5mac, this year’s iPhone 17 series of mobile phones has undergone major changes. Not only has it launched a new iPhone Air model, but it has also created a more differentiated Pro series. But this is just the beginning. It is rumored that Apple will launch its first folding screen iPhone next year, which may become the first "iPhone Ultra" model.


Is Apple’s folding machine called iPhone Ultra?

9to5mac lists three reasons why Apple will name its first foldable phone "iPhone Ultra":

1. Larger size

One challenge for Apple in naming the foldable iPhone is that its screen will be larger than the iPhone 18 Pro Max, so "Max" is no longer "biggest."

Of course, Apple's naming conventions aren't always logical. For example, in theory the iPad Air should be lighter and thinner than the iPad Pro, but in reality it's not.


iPhone 17 Pro Max

However, in most cases, Apple product naming is relatively logical. Judging from existing Apple products, there are already examples of "Max" being replaced by "Ultra". Apple's M-series chips follow this naming scheme: M3 Ultra outperforms M3 Max, which in turn outperforms M3 Pro, and so on.

If Apple wants to show that there's an iPhone that's better than its long-standing best, the Pro Max, then using iPhone Ultra as a name makes perfect sense.

2. Brand new hardware

Some companies unabashedly copy Apple, copying designs and naming. Apple, on the other hand, usually prefers to be in a league of its own.

Apple Vision Pro is a great example. You won't find the word "VR headset" in Apple's Vision Pro promotion. Why? Because this product is not a VR headset. According to Apple, it's a "space computer." Similarly, the AI ​​function launched by Apple is not "artificial intelligence", but "Apple Intelligence".


Apple wants to be seen as making new products

According to this rule, Apple may not adopt the "Fold" naming method adopted by Samsung and Google in recent years. Apple wants to be seen as making entirely new products.

Technically, Samsung has also used the name "Ultra" before, but never for a folding screen model, so in that sense, it's not an existing "industry standard."

Therefore, the name "iPhone Ultra" will be more unique because it represents a completely new product rather than just "another foldable product", which is what Apple hopes to convey.

3. The price is very expensive

Pricing is another big reason why Apple might choose the "iPhone Ultra" name.

Apple Watch Ultra will cost $799 when it goes on sale in 2022, which is much higher than the roughly $400 of the regular "Series" Apple Watch.


The price is very expensive

There are rumors that the price of the folding screen iPhone will reach or exceed US$2,000. Currently, Apple’s most expensive iPhone is the iPhone 17 Pro Max, with a starting price of 1,199, which means a huge price increase.

If you are Apple and you want users to accept an iPhone that is much more expensive than before, then using the Ultra name is obviously a smart strategy. If it were called iPhone Fold, the price of $2,000 might seem too expensive. However, the name iPhone Ultra means the top model, and consumers are more likely to accept the price psychologically.