Monday, March 9, 2026
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Apple may launch at least three devices with the ‘Ultra’ brand this year

And the company could apply the moniker to its upcoming, foldable iPhone

"iPhone Fold" concept

Apple is planning to launch at least three new “Ultra”-class devices this year, Bloomberg‘s Mark Gurman says in his latest “Power On” newsletter. He says that they’ll include:

° A MacBook Ultra (see separate article).

° An iPhone Ultra: He thinks this will be the moniker of the anticipated foldable iPhone (previously expected to be called the “iPhone Fold”. Gurman says the $2,000 + smartphone will pack a large inner display, and under-display sensors.

° AirPods Ultra: Gurman says the upcoming, and pricier, version of the current AirPods Pro will feature computer-vision cameras to feed Visual Intelligence data to Siri.

Gurman added that Apple may not use the Ultra branding for all those devices. He points out that the tech giant didn’t adopt the Ultra name for the new Studio Display XDR. However, Apple does offer M-series Ultra chips, the Apple Watch Ultra, and CarPlay Ultra. On the other hand, Gurman thinks the “Ultra” moniker could (eventually) be applied to a foldable iPad.

Power On is exclusively for Bloomberg.com subscribers. Get the full Power On newsletter every week — plus unlimited access to every featured article and a Q&A with Gurman— when you subscribe to the Tech Newsletter Bundle.

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Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.

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