Apple is reportedly preparing two new premium devices that would sit above its Pro lineup: the iPhone Ultra and the MacBook Ultra. The move signals a sharper push into the highest end of the market, with both products expected to introduce major design changes and significantly higher price tags.
The report, cited by MacRumors and originally attributed to Macworld, points to a new phase in Apple’s hardware strategy. Instead of adding simple refreshes to existing lines, Apple appears to be building separate ultra-premium categories for users willing to pay far more for exclusivity and new form factors.
A foldable iPhone positioned above the regular lineup
The iPhone Ultra is said to be Apple’s first foldable iPhone and its most exclusive iPhone model yet. It will not be folded into the standard numbering series, setting it apart from the Pro models and making it closer in spirit to the way Apple introduced iPhone Air as a separate branch.
The device is expected to arrive alongside the iPhone 18 Pro series in the fall, but early availability may remain extremely limited. Bloomberg’s Mark Gurman said Apple may produce only around 7 million to 8 million units at the initial stage, a figure far below the volume of the iPhone 18 Pro.
That limited supply is tied to the display technology. The foldable model is said to rely on a near-creaseless OLED panel supplied exclusively by Samsung, a component that is reportedly much more difficult to manufacture at scale.
Thin design forces major changes
Prototype information suggests the iPhone Ultra may measure only 4.5 mm when opened, making it one of the thinnest devices Apple has ever attempted. Such an extreme profile appears to force Apple to strip out several familiar components in order to make the internal layout fit.
Among the reported sacrifices is Face ID, which would be replaced by Touch ID. The fingerprint sensor is said to be placed either in the side button or under the display, depending on Apple’s final design decision.
Other hardware changes are also rumored. Apple may remove MagSafe and the Action Button to free up room inside the slimmer body, while the volume buttons could be relocated to the top edge in a layout closer to the iPad mini.
Camera setup and connectivity would be simplified
Despite carrying the Ultra label, the foldable iPhone is not expected to match the camera system of Apple’s Pro models. The device is reportedly limited to two rear cameras: a wide lens and an ultra-wide lens.
There is no telephoto lens in the current rumor set. Apple is also said to rely on eSIM only, with no physical SIM card slot, in order to preserve the compact design and keep the body as clean as possible.
Pricing could place it in a new bracket
The biggest shock may come from the price. The iPhone Ultra is projected to start at US$1,999, or around Rp34 jutaan, putting it well above Apple’s current most expensive mainstream iPhone.
For comparison, the iPhone 17 Pro is said to begin at US$1,099, or around Rp18 jutaan. That gap suggests Apple may be preparing to sell the iPhone Ultra as the most premium iPhone ever offered in its ecosystem.
The same report also noted that production concerns had earlier pressured Apple’s stock, which reportedly fell more than 5 percent. Even so, analysts still see the device as a possible September unveiling.
MacBook Ultra points to a new tier above MacBook Pro
Apple is not stopping at the phone category. The company is also reportedly working on the MacBook Ultra, a new class positioned above the MacBook Pro and designed to expand Apple’s portable computer range.
This model is expected to feature a touch-enabled OLED display, a capability that has never appeared in Apple’s notebook lineup. The MacBook Ultra was originally planned for later this year, but supply-chain issues involving memory or RAM may push mass production to early 2027.
If that timeline holds, the MacBook Ultra would become another example of Apple using the Ultra name to signal a more exclusive product layer. The label has already been used for M-series Ultra chips and the Apple Watch Ultra, giving the branding a familiar high-end identity.
Apple’s premium strategy appears to be widening
Taken together, the two devices suggest Apple is drawing a clearer line between its standard premium products and what sits above them. Rather than treating “Pro” as the ceiling, the company appears ready to create a separate tier for users who want newer designs, rarer access, and the highest pricing.
Rumors around the product lineup do not appear to end there. Market chatter also suggests Apple may be exploring AirPods Ultra as a possible next addition to this premium ecosystem.