It may be time for Apple to introduce a truly distinct high-end iPhone if the tech giant wants to maintain its dominance amid increasingly fierce competition from Android rivals.

In recent years, the tech community has been abuzz with speculation about an “iPhone Ultra”  -  a device many believe could be Apple’s most premium phone yet, surpassing even the Pro Max line. While earlier rumors hinted at the Ultra being a fifth model above the Pro Max, more recent speculation suggests Apple might simply rebrand the next Pro Max as the Ultra.

Apple has already scrapped the iPhone 16 Plus in favor of a thinner, design-forward iPhone Air. Now, many experts believe it’s time the Pro Max met the same fate.

Rather than releasing a phone that merely enlarges the iPhone Pro, Apple is being encouraged to create a product with no cost or technology limitations  -  a phone that redefines what an iPhone can be.

iPhone 17 Pro Max: Bigger battery, bigger screen  -  and not much else

The iPhone 17 Pro Max is undeniably Apple’s most powerful iPhone at the moment, featuring a large, bright screen and one of the best battery lives in the industry. However, aside from its size and battery, nearly all other features are also available on the iPhone 17 Pro, which costs around $100 less.

The "Pro Max" label itself signals its identity  -  simply a larger Pro model. But this strategy could be reconsidered.

Years ago, Apple hinted at differentiating the Pro Max more significantly. During peak speculation about the Ultra, the company gave the iPhone 15 Pro Max exclusive access to the tetraprism lens  -  a hardware innovation too bulky for the standard Pro.

iPhone 17 Pro Max vs. Galaxy S25 Ultra: Which is the king of 2025 flagships?

However, that effort didn't last. With the iPhone 16 Pro and iPhone 17 Pro, Apple reverted to its old formula: the Pro Max is simply a bigger Pro. Its 6.9-inch display and robust battery are appealing, but its performance and camera features are nearly identical to the smaller version.

Apple has previously learned that size alone isn’t always an effective differentiator. The Plus models in the standard iPhone line also emphasized size and battery but offered little else, resulting in underwhelming sales. The iPhone 12 mini and 13 mini failed for opposite reasons  -  too small with too few advantages.

There is one key difference, though: the Pro Max continues to sell extremely well. Year after year, it remains one of the top-selling iPhones immediately after launch. For Apple, it’s a golden goose  -  and difficult to walk away from.

iPhone Ultra: The bold leap Apple needs

Despite this, Apple may need to disrupt its own formula. A recent example is the launch of the iPhone Air, which replaced the Plus line.

The Air is not just a size variant; it’s positioned as a sleek, ultra-thin, fashion-focused model that experiments with new technologies like 3D-printed USB-C ports and enhanced durability.

Some analysts see the Air as a trial run for a future foldable iPhone.

If Apple applies the same bold thinking to the Ultra  -  but without being constrained by thinness  -  users could see a device that breaks the mold. The Ultra wouldn’t just be “bigger than Pro,” it could feature cutting-edge technologies unseen on any iPhone to date.

What the iPhone Ultra could deliver

The most logical foundation for the Ultra is what the Pro Max already offers: large size and excellent battery life. Building on that, Apple could introduce features that rival Android devices already have:

A super-powered camera: A 200MP main sensor like the Galaxy S25 Ultra, along with a telephoto lens offering 10x optical zoom and 100x AI-powered digital zoom.

Ultra-fast charging: Apple currently lags far behind Chinese brands in charging speed. The Ultra could help close that gap  -  potentially joining the 100W+ club.

Premium display: Not necessarily 4K, but with a refresh rate beyond 120Hz, which some Android flagships already support.

Even bigger battery: Inspired by gaming phones with massive batteries and advanced cooling systems.

New materials: After returning to aluminum for heat dissipation, Apple could bring titanium back for the Ultra, embracing luxury and premium feel.

Unlike the Pro Max, which is pegged at $1,199, the Ultra wouldn’t be constrained by existing price expectations. It could be significantly more expensive  -  but justifiably so.

Will Apple abandon the Pro Max?

The answer, at least for now, is: probably not. The Pro Max continues to perform strongly in sales, making it unlikely Apple would risk discontinuing it any time soon. If the iPhone 17 Pro Max remains a bestseller, the company has every reason to keep it around.

Will the iPhone Fold dethrone them all?

That doesn't mean there's no room for the Ultra. In fact, as standard iPhones become increasingly “Pro” in features, demand is growing for a new ultra-premium tier. The Ultra could meet that demand  -  even if it comes at a premium price point.

Rumors suggest a foldable iPhone could launch by late 2026. If true, the iPhone Fold could become Apple’s flagship of flagships. Yet, there’s still room for a non-foldable Ultra model  -  for users who want the most powerful iPhone in a traditional form factor.

Apple now stands at a pivotal crossroads: stick with the safe Pro Max formula, or break new ground with the Ultra. The launch of the iPhone Air has shown Apple is willing to take risks.

To avoid turning iPhones into predictable annual upgrades, Apple needs a true breakthrough. The iPhone Ultra could be the company’s statement  -  not just of market leadership, but of innovation and bold vision.

2026 might be the year that vision becomes reality.

Hai Phong