Apple continues to move toward its upcoming foldable hardware launch, with new details surfacing about the product’s internal branding. Mark Gurman reports that employees within the company frequently use the name iPhone Ultra when referring to the device during its development phase.
While the industry initially dubbed the product the iPhone Fold, the move to an Ultra designation matches Apple's naming conventions for its premium tier hardware. This label is already common in the company's watch lineup, which positions the brand as the top-of-the-line option for performance and durability.
It is important to note that internal terminology does not always dictate the final consumer branding. Apple operates with strict secrecy, and the workforce is often siloed. Many employees likely use the name because it has become the standard in public discourse and leaked documentation. The actual marketing name remains unknown outside of the core teams directly involved in the launch.
The industry expects a formal announcement during the September event. This follows a long period of speculation regarding Apple's entry into the foldable market. Whether the company sticks with Ultra or chooses a different name to differentiate its folding technology remains the primary question for observers tracking the upcoming hardware rollout.