Apple’s foldable iPhone appears to be nearing launch, but under a different name than expected, as new leaks indicate the company may drop the “Fold” branding in favor of “iPhone Ultra.”
According to the leaks, Apple is considering expanding the Ultra branding to include this device, reflecting a strategy to position it as a high-end evolution within the iPhone lineup rather than simply a foldable phone.
Details
Reports suggest Apple is moving toward branding its foldable iPhone differently than competitors, emphasizing premium identity over form factor.
Potential usability changes are also expected, including:
- A new button layout
- Improvements to reduce the screen crease, one of the biggest challenges in foldable devices
Apple continues to focus on high-end products, especially after launching the MacBook Neo starting at $599, reinforcing its strategy to diversify offerings across different tiers.
What’s next?
Focus is now shifted to Apple’s expected announcement later this year to confirm the device’s final name and market positioning.
