This year, the iPhone lineup received a significant refresh with the introduction of a new iPhone Air model and an even more distinct Pro line. However, the excitement doesn’t stop there; next year is expected to mark the debut of Apple’s first-ever foldable iPhone. Here are three compelling reasons why this innovative device could be branded as the first ‘iPhone Ultra.’
One notable challenge with naming the foldable iPhone is its anticipated larger screen size compared to the iPhone 18 Pro Max. This raises questions about the validity of the term ‘Max’ in Apple's naming convention. Historically, Apple’s product names can be inconsistent. For instance, while one might expect the iPad Air to be thinner and lighter than the iPad Pro, that’s not the case. Nevertheless, Apple generally maintains a coherent product naming strategy. A prime example of this is seen with Apple’s M-class chips, where the M3 Ultra surpasses the M3 Max, which in turn is superior to the M3 Pro. To effectively convey that this new iPhone surpasses the long-standing champion, the ‘Pro Max,’ adopting the ‘iPhone Ultra’ name would be a logical choice.
While many companies tend to mirror Apple's designs and naming conventions, Apple prefers to carve its own path. The Apple Vision Pro serves as an excellent example; you won’t find the phrase ‘VR headset’ in any of its marketing materials because Apple categorizes it as a “spatial computer.” In a similar vein, the company refers to its AI capabilities as “Apple Intelligence” instead of traditional “artificial intelligence.” Given this trend, it’s unlikely that Apple will adopt the ‘Fold’ naming convention popularized by competitors like Samsung and Google. Instead, Apple will likely want to establish a unique identity for its foldable device. Although Samsung has used the ‘Ultra’ label, it has never been associated with a foldable model, making the ‘iPhone Ultra’ name stand out as something truly novel rather than just another ‘Fold.’
The pricing strategy is another critical factor that may lead Apple to choose the ‘iPhone Ultra’ designation. The Apple Watch Ultra, launched in 2022, retailed for $799—significantly more than the approximate $400 cost of the standard ‘Series’ Apple Watch. Current rumors suggest that the foldable iPhone could be priced at or above $2,000. Presently, the priciest iPhone, the iPhone 17 Pro Max, starts at $1,199, indicating a substantial leap in pricing for the foldable model. For Apple, leveraging the ‘Ultra’ name could be a strategic move to sell consumers on the concept of a premium iPhone. While the term ‘iPhone Fold’ might seem exorbitant at $2,000, branding it as an ‘iPhone Ultra’ could reframe the perception, making the price feel more justified. Psychologically, consumers might find it easier to accept the higher price tag with the ‘Ultra’ label attached.
What’s your take on Apple’s potential naming choices for its forthcoming foldable device? Will it be the iPhone Ultra, the iPhone Fold, or something entirely different? Share your thoughts in the comments below!
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