Apple employees widely call the company’s upcoming foldable iPhone the “Ultra” internally, according to Bloomberg News‘ Mark Gurman.
In a post on X on Tuesday, Gurman responded to ongoing debate about the device’s eventual marketing name: “Everyone calls it the Ultra internally. We’ll see what happens.”
Everyone calls it the Ultra internally. We’ll see what happens.
— Mark Gurman (@markgurman) August 11, 2026
The comment came amid speculation that Apple could brand its first foldable smartphone the iPhone Ultra rather than the more descriptive “iPhone Fold” that has dominated early coverage. Rumors of an Ultra designation have circulated for months, aligning with Apple’s existing use of the name for premium products such as the Apple Watch Ultra.
Of course, Gurman’s remark does not confirm the final public name. Apple is highly secretive, and internal shorthand does not always match the branding chosen by marketing teams. Some observers have questioned whether “Ultra” fits a device that, according to earlier reports, may forgo Face ID in favor of Touch ID and carry fewer rear cameras than the top Pro models.
The foldable is widely expected to debut at Apple’s September event alongside the iPhone 18 Pro and iPhone 18 Pro Max. According to Gurman’s recent Power On newsletter, the company is preparing to show roughly eight new products at the event, with the foldable among the highlights. The book-style device is rumored to feature a large inner display (around 7.8 inches) and a cover screen (around 5.5 inches), with a price expected to start at or above $2,000.
Apple has already begun planning follow-on versions, including a second-generation model for 2027 and a third with slightly larger displays as early as 2028, underscoring the company’s confidence in the category.
MacDailyNews Take: Whether “Ultra” sticks as the official name remains to be seen when Apple takes the stage next month. For now, Gurman’s update reinforces that the moniker is already common parlance inside Cupertino.
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