Bloomberg's Mark Gurman says "everyone" at Apple refers to the company's upcoming foldable iPhone as the "iPhone Ultra" internally, though he cautioned the working name may not be the final product title. The comment surfaced in response to Creative Strategies analyst Max Weinbach, who argued that the "Ultra" name doesn't fit because Apple's existing Ultra products represent the most capable version of a lineup.
Weinbach argued the foldable wouldn't clearly outclass the iPhone Pro the way that positioning implies. Gurman's reply, however, put forward what is allegedly a factual riposte: that everyone calls it the Ultra internally, regardless of whether analysts consider the branding logical.
Apple is set to launch several new products this fall, including the iPhone 18 Pro and Apple Watch Series 12, but the company's first-ever folding smartphone is shaping up as its biggest release. The naming debate matters because Apple's existing Ultra branding across products signals the most capable hardware in a lineup, and the foldable reportedly doesn't fit that positioning as neatly.
Gurman's report leaves the final name unresolved, with the internal label serving as a working title rather than a confirmed commercial decision.
