Apple may soon be reviewing its iPhone hierarchy. A long-rumored model has resurfaced, with a name that isn't entirely new. And this time, things seem to be accelerating.
Apple rarely makes radical changes to its smartphone lineup. The manufacturer prefers to move forward in stages, refining its offerings year after year. However, recently, a more significant development seems to be taking shape: the replacement of the Pro Max model with an iPhone Ultra. This term, already used elsewhere in the brand's universe, could soon be introduced to mark a new hierarchy. This change would allow the company to better reflect the differences between its most premium models.
According to an analysis by our colleagues at 9to5Mac, Apple is increasing the number of references to the word “Ultra” in its premium products. This started with the M1 Ultra chip, then the Apple Watch Ultra, and more recently CarPlay Ultra, associated with manufacturers like Aston Martin. Each time, this name is used to designate an even more powerful and high-end version. In this context, the arrival of an iPhone Ultra, to replace the Pro Max model, seems increasingly credible.
Apple could rename the iPhone Pro Max to Ultra to standardize its range
According to several analysts, including Bloomberg's Mark Gurman, Apple has been considering renaming the Pro Max to Ultra since 2022. At the time, this change was expected for the iPhone 15, but it did not materialize. However, with the approach of the iPhone 17, this transition seems to be relevant again. Apple could take advantage of this to review its entire nomenclature, like its Mac and iPad ranges. There is even unofficial talk of an iPhone 17 Air, which would indicate a clear desire to modernize the names and better position each model in the hierarchy.
For Apple, an iPhone Ultra would also be an opportunity to introduce features reserved for this model: specific design, exclusive components or even new software options. This repositioning would allow the brand to better differentiate its high-end models while reinforcing the luxury image surrounding this series. This would also justify a price increase, as has already been the case for these versions of other products. Even if there is no official confirmation of its launch this year, this concept now seems more realistic than it has ever been.
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