Apple may rename the iPhone Pro Max to the iPhone Ultra
By ForGeeks Apple is preparing to expand its iPhone lineup – the company may replace the Pro Max name with Ultra. The use of the Ultra brand has become more and more systematic: it’s already used in Apple Watch, Mac and, most recently, the new version of CarPlay.
Expectations for the iPhone Ultra have been growing since 2022, when Bloomberg analyst Mark Gurman first speculated that Apple was planning to rename the older model. Back then, he wrote that a lineup refresh was possible with the release of the iPhone 15, but that didn’t happen. Now, however, the possibility of a rebranding is back on the table.
Apple started using the Ultra prefix with the M1 Ultra processor, then introduced the Apple Watch Ultra and Watch Ultra 2. In 2024, it used the CarPlay Ultra name for the first time in partnership with Aston Martin – which could signal a further consolidation of the label as a premium designation.
Apple’s first use of the CarPlay Ultra name is in partnership with Aston Martin.
With the gradual convergence of iPhone Pro and Pro Max specs, highlighting the Ultra model could allow Apple to offer an even more expensive version with exclusive features. It would also simplify the positioning of the devices: the lineup could get names similar to the MacBook and iPad, from the base to the top tier.
There are currently no credible leaks about an iPhone Ultra release in 2025. However, given Apple’s consistent strategy, such a move seems like a logical extension of the brand’s evolution.
The Apple may rename iPhone Pro Max to iPhone Ultra was first published on ITZine.ru.
