Apple Expected To Retire ‘Pro Max’ Name: iPhone 17 ‘Ultra’ Rumored for 2025

A major branding shake-up may be on the horizon for Apple’s flagship smartphone series. According to multiple reports, the tech giant is expected to drop the “Pro Max” label from its 2025 iPhone lineup, introducing a new moniker instead: the iPhone 17 Ultra. This change could signal a strategic rebranding aligned with Apple’s broader product ecosystem and marketing evolution.

iPhone 17 Ultra: A New Era of Naming and Power

The name “Ultra” is not new to Apple fans—it already exists in the Apple Watch and M-series chip branding. The rumored shift to iPhone 17 Ultra aligns with this naming convention and suggests a model that emphasizes performance, premium design, and exclusivity. Sources indicate that the Ultra model will replace the Pro Max as the new top-tier offering, with exclusive features and potentially a higher price point.

Analysts believe this renaming strategy will help differentiate the Ultra from the standard Pro model, signaling to consumers that the Ultra represents something beyond just size—a true leap in capabilities and design.

Expected Features of the iPhone 17 Ultra

Leaks point to several unique features for the iPhone 17 Ultra, including a 48MP telephoto camera, Wi-Fi 7, titanium frame, and possibly even under-display Face ID. The design is rumored to shift slightly from the Pro Max, offering better ergonomics and a refreshed look to distinguish it further.

Apple’s continued push into premium device territory could also see the Ultra model receive exclusive software enhancements or higher storage tiers, further justifying its placement as the pinnacle of the iPhone line.

iPhone 17 ‘Ultra’: Everything You Need to Know

Apple is preparing to unveil the highly anticipated iPhone 17 Ultra in September 2025, a device expected to mark a significant leap forward for the tech giant’s flagship lineup. Rumored to replace the existing “Pro Max” model, the Ultra variant will reportedly feature substantial upgrades in design, camera capabilities, hardware performance, and user experience.

Display and Design

The iPhone 17 Ultra is expected to boast a large, vibrant 6.86-inch LTPO OLED display, enhanced by Apple’s ProMotion technology with an adaptive 120Hz refresh rate. This advancement is designed to offer smoother scrolling, gaming, and video experiences, while intelligently managing battery consumption (according to information from leading smartphone analysts).

Processor and Performance

Under the hood, the device will likely be powered by Apple’s state-of-the-art A19 Pro chipset, crafted on TSMC’s latest 3nm N3P process. This advancement aims to deliver significant efficiency gains, potentially offering up to 20% better performance and power management compared to its predecessor, ensuring that users experience blazing-fast operation and multitasking abilities (as reported by prominent tech publications).

To further boost performance, the Ultra variant will likely feature an enhanced 12GB RAM configuration, providing smoother multitasking capabilities and improved management of demanding apps and services.

iPhone 17 Air Leak Reveals Ultra-Thin Design That Redefines the Lineup

Advanced Camera System

Apple is poised to introduce major camera enhancements with the iPhone 17 Ultra. A triple-camera setup comprising three distinct 48MP sensors is anticipated, including an advanced periscope telephoto lens capable of 5x optical zoom. This would provide significant improvements in photo clarity, depth-of-field effects, and long-distance photography, marking Apple’s continued dedication to industry-leading camera technology.

The front camera is also expected to see notable upgrades, moving up to a 24MP sensor, which would significantly enhance selfies and video conferencing capabilities, aligning with increased user demand for high-quality front-facing imaging.

Cooling Technology

To maintain peak performance even under intensive use, Apple is reportedly incorporating a sophisticated vapor chamber cooling system. This feature aims to effectively manage thermal output during heavy usage, such as gaming, high-definition video editing, and multitasking, ensuring sustained performance without overheating concerns.

iPhone 17 Lineup Rumored to Get ProMotion Displays For Every Model

Connectivity and Networking

For connectivity, the iPhone 17 Ultra is expected to debut Apple’s in-house 5G modem, capable of supporting comprehensive global networks, including mmWave and sub-6GHz bands. This would deliver faster, more reliable cellular data speeds. Additionally, the device will likely feature Wi-Fi 7 compatibility, promising faster wireless internet speeds, improved efficiency, and lower latency for seamless browsing and streaming experiences.

Software and AI Integration

The smartphone will debut alongside iOS 19, Apple’s next-generation mobile operating system, which is set to introduce enhanced AI functionalities dubbed “Apple Intelligence.” These improvements include a significantly upgraded Siri with better contextual understanding, enabling tasks such as editing photos, managing complex requests, and sending multimedia via voice commands alone. This move marks Apple’s deeper integration of AI-driven capabilities, tailored for a more intuitive user experience.

Pricing and Availability

While official pricing details are still forthcoming, the iPhone 17 Ultra is anticipated to occupy the premium tier in Apple’s smartphone lineup, with a starting price projected at approximately $1,199. This aligns with the premium positioning of Apple’s highest-tier smartphones in recent years. Pre-orders are expected shortly after the official announcement event in September 2025.

The iPhone 17 Ultra appears set to redefine Apple’s flagship experience with a blend of powerful performance, groundbreaking camera enhancements, advanced connectivity, and seamless integration of AI-powered software features. This new flagship model aims not only to attract existing Apple enthusiasts but also to reinforce the company’s standing as a leader in premium smartphone innovation.

As we approach the release date, further details and specifications will become available, providing a clearer picture of this exciting new chapter in Apple’s smartphone journey.