The point, however, is that none of this is yet official: when the device eventually launches, it could be called iPhone Fold, or iPhone Ultra, or something else entirely. It\u2019s still up for debate. And earlier this week, the analyst Max Weinbach did just that, arguing that iPhone Ultra \u201cmakes no sense\u201d and saying he doesn\u2019t believe Apple will use that branding.<\/p>\n
\u201cIt makes no sense to me, given the other Ultra branding Apple has,\u201d he tweeted. \u201cIt does not seem Ultra. It\u2019s lesser than but unique compared to the Pro; that is not an Apple Ultra product.\u201d<\/p>\n
There\u2019s a logic to that point of view (Apple\u2019s Ultra chips are indeed its most powerful, rather than following a different design philosophy or incorporating any compromises, although I would point out that the Apple Watch Ultra does have certain weaknesses compared to the slimmer alternative designs), but a point of view is all it is. The tweet received a reply, however, that put forward what is allegedly a factual riposte: that whether or not analysts think the name is a good or logical one, \u201ceveryone\u201d at Apple is currently using it internally.<\/p>\n
\u201cEveryone calls it the Ultra internally,\u201d wrote<\/a> the well-connected Bloomberg reporter Mark Gurman. \u201cWe\u2019ll see what happens.\u201d<\/p>\n Everyone calls it the Ultra internally. We\u2019ll see what happens.<\/p>\n