Over the past few years, we've been hearing rumors about the so-called "iPhone Ultra," a phone that is supposed to be the ultimate Apple smartphone. Some rumors have suggested this is a "fifth iPhone," and a level above the Pro Max, while more recently, opinions have shifted to Apple opting for a rebrand instead.
In the wake of Apple scrapping the iPhone 16 Plus in favor of the uniquely designed iPhone Air, it's about time Apple did the same thing for the Pro Max. Ditch what is essentially just a larger version of the iPhone 17 Pro, and go all in on a no-expenses-spared iPhone, the likes of which we've never seen before.
The iPhone 17 Pro Max's only real strength is size (and battery life)
The iPhone 17 Pro Max is, without a doubt, the best iPhone that money can buy right now. It's got a big, bright screen, and some of the best battery life around. But beyond that, it doesn't offer anything that you can't also get on the iPhone 17 Pro — which costs $100 less.
The clue is in the name of the phone, really. It's the iPhone 17 Pro Max, which makes it quite clear that this is supposed to be a larger version of the iPhone 17 Pro. But it doesn't actually have to be that way.
There was a point a few years ago where it looked like Apple might do more to differentiate the Pro Max model. This was around the time iPhone Ultra rumors were at their peak, and Apple had added the new tetraprism lens to the iPhone 15 Pro Max — hardware that was reportedly too big for the smaller Pro model.
This didn't last, though. With the launch of the iPhone 16 Pro and now the iPhone 17 Pro, it's clear that Apple hasn't put much thought into making the Pro Max anything more than a larger Pro. The battery life may be great, and those who want a larger 6.9-inch screen can get one. But it doesn't change the fact that the rest of the specs and performance are essentially the same.
We've already seen Apple figure out that marketing a phone differentiated by size hasn't really worked so well. The Plus-model iPhones filled the same niche for the standard iPhone: A phone that is larger and has better battery life, but didn't change much else. You could say the same for the iPhone 12 mini and 13 mini, but in the other direction. Neither of these things really sold well, and Apple quickly scrapped them in favor of something different.
We know for a fact that the Pro Max iPhones tend to sell pretty well, which is the key difference. They may not have a lot to set them apart from the Pro iPhones, but they are still some of the best phones you can buy, which makes the higher price tag worthwhile to some people. So it's no surprise that iPhone 16 Pro Max and iPhone 15 Pro Max were the best selling models directly after their respective release dates.
Apple is a corporation that's interested in making as much money as possible, so it makes sense that it wouldn't want to mess with a good thing. But that doesn't mean it shouldn't try and push the envelope even further — especially as non-Pro iPhones start to pick up a lot of "Pro features."
iPhone Ultra could push boundaries like iPhone Air
Rather than keep pushing out Plus-sized models that don't sell in particularly big numbers, Apple decided to swap it out for the ultra-thin iPhone Air. Rather than emphasizing the size difference, Apple is using the Air to push a different type of phone that focuses on style and design rather than trying to be the best at everything.
Apple also used the phone as an opportunity to try new things, like enhanced durability and 3D-printed USB-C ports. Like many others, I've wondered if Apple is using the phone as a way to test the water ahead of the release of the iPhone Fold.
Now imagine that same kind of experimentation, but without the limitations of an ultra-thin design. An iPhone pushes the boundaries of what an iPhone can do, with a no-holds-barred attitude to the final product. Something that isn't just a larger version of a different phone, while offering similar performance.
Personally, I'd be using what the iPhone 17 Pro Max does best, namely the battery life and size, as a launching point to create a device worthy of the name "iPhone Ultra." There are so many things you can find on rival phones that Apple doesn't do, and while the list has been shrinking quite rapidly, it's a way for Apple to prove it's worthy of being described as the best smartphone maker in the world.
Just think about some of the things you'd like to see on an iPhone. Maybe you want a Samsung Galaxy S25 Ultra-style 200MP main camera lens, or a telephoto camera offering 10x optical zoom with 100x AI-enhanced digital zoom. Maybe you want to see an iPhone that can rival the Chinese brands on charging — either close to or exceeding triple-digit speeds.
Or maybe you want to see Apple adopt features from gaming phones, with even bigger batteries and screen specs that you typically don't see on ordinary flagships. A 4K display might be too much for the battery to handle, but we've seen plenty of devices with refresh rates well in excess of 120Hz — like the Motorola Razr Ultra.
We could even see a switch back to titanium, though that would all depend on whether Apple is happy to return to a metal that isn't as "thermally efficient" as the new aluminum frames. There are so many avenues to explore if Apple isn't worrying about sticking to the same $1,199 price tag.
Bottom line
Will Apple scrap the iPhone 18 Pro Max in favor of an Ultra model? It doesn't feel likely, considering the sales history of other Pro Max iPhones, compared to the Pro models. If the iPhone 17 Pro Max follows a similar trend, then the odds are only going to get worse.
That said, there's still plenty of scope for Apple to offer a better and more premium iPhone — even if it means charging considerably more money. On the one hand, the iPhone Fold could easily fill that particular niche if the rumors of a fall 2026 launch are accurate. Though I would certainly like to see what Apple can accomplish on a non-folding Ultra phone as well. At the very least, I'd like to see Apple do more with the Pro Max, even if it does retain the same name for a few more years.
But with changes that have come to the lineup with iPhone Air, the time is right for Apple to push the iPhone in different directions and not just release the same iterative updates year in and year out. The iPhone Ultra would be an excellent way to keep the Air's momentum going.
More from Tom's Guide
- iPhone Air battery life tested — our results are in
- Forget iPhone Air — Galaxy S25 Edge is the thin phone to get now that it’s down to its all-time lowest price
- iPhone 17 deals — here's how to get Apple's new phones for free
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