Apple May Rename iPhone 17 Pro Max to Ultra for Branding Shift

According to recent reports, Apple is planning to rebrand its top-tier iPhone in 2025. The iPhone 17 Pro Max may be renamed to the iPhone 17 Ultra, aligning it with Apple’s branding across the Apple Watch and M-series chipsets. This move highlights Apple’s strategy to distinguish its premium models not just by size—but by features and identity.

iPhone 17 Ultra Naming: A Shift in Strategy

The term “Ultra” is already familiar to Apple users thanks to the Apple Watch Ultra and M1 Ultra chip. Bringing this naming scheme to the iPhone line reinforces a tiered structure within the product ecosystem. The Ultra is expected to offer exclusive features such as a larger battery, upgraded titanium chassis, and advanced camera system.

Analysts believe this shift will simplify Apple’s lineup and enhance consumer understanding of what each model delivers. It also mirrors industry moves from competitors like Samsung, who use “Ultra” to denote their most powerful devices.

Exclusive Ultra Features to Expect

Rumored features include a rear display panel, under-display Face ID, and a 48MP telephoto lens. The Ultra model is likely to be the only iPhone with a secondary screen, making it a unique offering for professionals and tech enthusiasts.