Apple first introduced the “Ultra” branding in 2022 with the M1 Ultra chip - a leap beyond the already powerful M1 Max, which had been considered the top-tier chip. Initially, the term “Ultra” seemed unnecessary, as “Max” already implied the pinnacle.

But just months later, Apple launched the Apple Watch Ultra - a premium, rugged smartwatch designed to surpass all previous Apple Watches. The following year, Apple reinforced the branding with the M2 Ultra chip for its most powerful Macs and the Apple Watch Ultra 2.

Most recently, Apple took the naming further with “CarPlay Ultra,” the next-gen version of its in-car system, dubbed Apple Car 2.0. Although the product is delayed, Apple’s partnership with luxury carmaker Aston Martin strengthens the image of “Ultra” as representing the absolute peak.

As far back as 2022, Bloomberg’s Mark Gurman reported that Apple was considering replacing the “Pro” suffix with “Ultra” for its most premium iPhones. In his Power On newsletter that September, Gurman advised: “If you're using an iPhone 13, wait 12 months to buy the iPhone 15. By then, major changes are coming, including the possibility of renaming the Pro Max to Ultra.”

However, the iPhone 15 launched without any Ultra model. That may soon change.

A potential product line restructuring

In just a few months, Apple is expected to introduce a new member of the iPhone family, tentatively named iPhone 17 Air.

Although Apple tends to be conservative in naming its products, this could be the right time to restructure the iPhone lineup, aligning it more closely with naming conventions used for MacBooks and iPads.

A newly imagined lineup could include: iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Ultra.

While no solid leaks have confirmed the arrival of an iPhone Ultra this year, speculation continues to grow. With Pro and Pro Max models becoming increasingly similar, and “Ultra” gradually replacing “Pro” in other Apple products, the concept of an iPhone Ultra seems less like a rumor and more like an inevitability.

This would be an opportunity for Apple to clearly differentiate the Ultra model with exclusive hardware and software features, while also bringing naming consistency across its product ecosystem.

Exclusive features for iPhone Ultra

Some reports suggest both iPhone 17 Pro models this year will feature a smaller Dynamic Island.

However, according to Korean blogger "yeux1122" on Naver, only the iPhone 17 Ultra will receive the smaller Dynamic Island. Based on component order data, supply is reportedly too limited to equip both Pro models — suggesting only the top-tier model will benefit.

The same source claims that only the “Ultra” model will include a vapor chamber cooling system, although some rumors indicate this feature might appear on both Pro versions or even the entire iPhone 17 lineup.

Finally, the blogger noted that the Ultra would be thicker than the iPhone 17 Pro to accommodate a larger battery. This is the only leaked detail so far that appears exclusive to the iPhone 17 Pro Max successor.

Whether Apple will officially adopt the “Ultra” name for its flagship iPhone remains unknown. As always, Apple may surprise the world this fall with a move no one expected.

Hai Phong (9to5Mac, Forbes)