APPLE

Apple wants to push “Ultra” to the price limit, and the competition will love it

Get ready, because Apple seems determined to push its bank account to the limit with a new luxury strategy. The watchword in Cupertino is “Ultra,” and according to the latest rumors circulating in tech circles, this brand will not just be a pompous name for what we already know. We are talking about a radical change in the hierarchy of Apple products, starting with the long-awaited foldable iPhone and extending to a MacBook that breaks one of Steve Jobs' biggest taboos: the touchscreen.

There has been much speculation about when Apple would enter the foldable market. Well, it seems that the moment is approaching, but forget the idea of ​​an “iPhone 18 Fold.” The new leak confirms that the device will simply be called iPhone Ultra. This choice is not innocent. By decoupling the foldable from the annual numbering line (like the iPhone 18 Pro and Pro Max), the brand gains the freedom to launch new generations at its own pace, without the pressure of a mandatory renewal every September.

Although Apple's goal is to present this luxury machine at the big September event, alongside the iPhone 18 family, the reality of production may force a wait. It is very likely that the iPhone Ultra will reach your hands just a few weeks after the official launch, marking a new era of exclusivity.

If you thought the MacBook Pro was the top of the mountain, think again. Apple is preparing the MacBook Ultra, and this notebook promises to be a game-changer for two reasons that brand purists will feel immediately:

Touchscreen: For the first time in the history of the Mac line, you will be able to interact directly with your fingers on the panel. It's the end of the barrier that separated the iPad from the MacBook.

Even with the thinner structure, the camera setup seems to follow an opposite direction. The documents highlight a rather protruding rear module, capable of increasing the total thickness to approximately 13.9 mm. The expectation is that this space will be occupied by two 48 MP sensors, possibly in the main and ultrawide functions, maintaining the brand's focus on premium photography.

Another detail that draws attention is the internal front camera. And, for the first time, there is an indication of a hole-punch notch in the display for the front camera, a common implementation in Android devices, but unprecedented for Apple.

Positioned in the left corner of the screen when open, the element also suggests the absence of Face ID. In this context, the return of Touch ID is practically confirmed, but positioned on the side, being a simpler solution to enable the foldable design. Although it seems like a conservative decision, it can contribute to reducing internal complexity, optimizing space, and balancing the price.

Finally, the documents indicate that Apple will market the product in two colors: black and white. With an announcement expected in September, the iPhone Fold — or iPhone Ultra — should share the spotlight with the upcoming iPhone 18 Pro line.

Until then, new details are likely to continue emerging, fueling anticipation for one of Apple's most awaited releases in recent years.

OLED Technology: After years of relying on LCD and Mini-LED, the MacBook Ultra will be the first to adopt OLED screens, guaranteeing deep blacks and contrast that until now was exclusive to high-end iPhones and iPads.

Initial forecasts pointed to a launch this year, but problems with RAM supply have pushed the debut to the first half of 2027. This delay suggests that the processor and the set of specifications will be so advanced that the production chain is still trying to keep up with the ambition of the engineers.

The era of John Ternus and the priority given to the iPad Ultra... With Tim Cook's departure from the company's helm increasingly imminent, John Ternus, seen as the natural successor to the CEO position, already seems to be making his mark. Under his leadership, the development of a foldable iPad Ultra has become one of Apple's top priorities.

This will not just be a larger tablet. It will predictably be the most expensive iPad ever made, positioned somewhere between elite entertainment and extreme productivity. The strategy is clear: create an “Ultra” category that sits above the “Pro,” justifying prices that will make the current MacBook Pro seem like an affordable deal.

This aggressive segmentation shows that Apple is no longer satisfied with dominating the premium market; it wants to create a super-luxury market. By adopting the Ultra nomenclature, the brand follows in the footsteps of what it has already done with the Apple Watch Ultra, where durability and exclusive features came with a significantly higher price.

For you, who use these devices daily, the choice will be more complex. The “Pro” will no longer be the best you can buy, becoming the balanced option for professionals. Those who want true innovation — whether in the foldable format, the Mac's touchscreen, or the most powerful processor on the market — will have to pay the “Ultra tax.” It remains to be seen whether the set of completely new features that Apple promises will be enough to convince users to make the leap to this new price level.

mundophone