Opinion: Apple's folding iPhone won't be called 'Ultra,' for a very obvious reason
The rumored foldable iPhone doesn't seem "Ultra" enough, which is why Apple could choose a more creative name like Studio.
Picking a name for a new iPhone might not seem too difficult, but it certainly isn’t easy. Even the original “iPhone” name wasn’t clean cut. The latest rumors stemming from a Chinese source say Apple’s upcoming book-style folding iPhone will be called the iPhone Ultra.
Apple tends to follow patterns with its naming, reusing monikers across its line once it’s found one it likes. So, Ultra is a real possibility. Still, it’s nearly impossible to guess what the company will call any of its devices. No one guessed Neo would be the identity for the $599 MacBook until it was leaked in product documentation the day before its unveiling.
Still, it’s fun to put the clues together and speculate. We’ll find out the new phone’s name in a few months, but for now, here’s my pitch for why this new folding device won’t be the iPhone Ultra and will be called something else.
Ultra is a fine name, but not the right choice
First, and foremost, I do think Ultra is a fine choice for a high-end, expensive product. It conveys that this is the biggest, baddest, most extreme device. Apple uses Pro, Max, and Ultra for its computer and iPad chips, so there is a precedent for the name.
The obvious problem is that beyond the price and the dual screens, it doesn’t seem like there will be anything particularly “ultra” about it. The folding phone is rumored to have two camera lenses, not three, and a Touch ID sensor instead of Face ID. It’ll likely have the best processing chip, but not one better than the Pro models. An Ultra name wouldn’t seem right for a phone lacking some key features or specs, one that isn’t definitively the best in nearly every area.
The Apple Watch Ultra, on the other hand, is a wearable packed with all the top features, well beyond the Series models. It has the most battery life, a loud siren, dual-band GPS, an Action button, and full diving capabilities, among other things. It’s clearly “ultra.”
At some point, I could see Apple making an iPhone Ultra, one above the Pro model with a high-end experimental camera system or futuristic tech without compromises. But this year’s folding model doesn’t seem like that.
My naming pick for the folding iPhone is Studio
Instead of the iPhone Ultra, my guess is that Apple names it the iPhone Studio. Primarily, because of the precedent set by the Mac Studio. At the time of its release, it was a high-end, expensive desktop computer, but it wasn’t intended to be the most powerful desktop Mac—the Mac Pro was still kicking.
The Mac Studio (and Studio Display) were, and possibly still are, positioned for creatives. Those are for people editing videos, manipulating photos, making websites, and generally building digital things. These are the people who can appreciate the speed, power, or design while also justifying the cost.
Similarly, for this first folding iPhone, I think Apple will be targeting creatives. Enthusiasts who can discover tricks of the folding screen and justify the expense. The folding iPhone is rumored to start at $1,999 and go up from there, but not have the highest-end specs. That doesn’t sound “Pro.”
It sounds like a device that could be good for sketching or taking notes with. The interior and exterior screens seem like something that photographers and videographers could benefit from. More space for writing or composing on the go is also a real possibility. A phone that creatives might want or be drawn to.
The iPhone naming dilemma
iPhone Studio doesn’t exactly roll off the tongue, but I think it makes the most sense for a first-generation product like this. Of course, Apple could easily go with iPhone Ultra, iPhone Fold, iPhone Duo, or something completely new and different.
Ultimately, it doesn’t matter what the name is. If the product fits a bigger, tablet-like screen in people’s pockets and works as advertised, then it will be a hit regardless. Or maybe it’ll be named the iPhone Ultimate.