Apple will market its first book-style foldable smartphone as the iPhone Ultra, according to a report citing industry sources. This corroborates earlier reports that the Cupertino-based tech giant is planning to adopt the Ultra branding for its rumoured foldable, which is expected to sit above iPhone 18 Pro and iPhone 18 Pro Max models. The purported iPhone Ultra will not arrive as part of the iPhone 18 lineup, which means it will not have the number 18 in its name, similar to last year’s iPhone Air. On top of this, the company will reportedly also call the rumoured MacBook model with an OLED touchscreen as the MacBook Ultra.