Apple has reportedly scrapped plans for a foldable iPad Ultra, as concerns grow over the long-term performance of its iPad lineup, particularly the iPad Pro.
The claim comes from a well-known leaker on Weibo, who suggested that while Apple continues to explore several “Ultra” branded products, the iPad is no longer part of that strategy. The leaker said Apple has no current plans to release an iPad Ultra, pointing to weaker-than-expected performance from the iPad Pro range.
Weak iPad sales shape Apple’s direction
The iPad Pro’s commercial performance has been under pressure for some time. Reports from late 2024 indicated that Apple had already cut shipment forecasts for its M4 iPad Pro models after demand fell short of expectations.
Analysts at the time reduced their outlook for 2024 shipments significantly, with projections for some larger models dropping sharply. High pricing has been widely seen as one of the key factors behind slower sales, with current iPad Pro models starting at close to $1,000 and rising beyond $1,300 for larger variants.
Industry data also suggests a broader slowdown. iPad revenue has reportedly declined for three consecutive years, and tablets now account for a relatively small share of Apple’s overall income.
Foldable ambitions face technical and cost challenges
Despite shelving the iPad Ultra idea, Apple is still believed to be working on other large-screen foldable devices. Reports suggest a 20-inch foldable iPad has been in development for years, although its launch timeline has already slipped, with some estimates now pointing to 2029 or later.
The device has reportedly faced several engineering challenges, including weight, display durability and the difficulty of reducing the visible crease seen in foldable screens. Early prototypes were said to be unusually heavy, even heavier than some MacBook models, raising further questions about practicality.
Cost is another concern. Early estimates have placed a potential price tag at nearly $4,000, putting it far beyond the reach of most typical tablet buyers.
Unclear identity between iPad and Mac
There is also internal debate over how such a device would fit into Apple’s product ecosystem. Some reports suggest it could blur the line between iPad and MacBook, particularly if it runs a full desktop-style experience when paired with a keyboard.
Design concepts reportedly show a device that looks more like a Mac when folded, but transforms into a large touchscreen tablet when opened. This overlap has raised questions about whether Apple would need to rethink how it separates its product categories.
Ultra branding still expanding elsewhere
Even as the iPad Ultra appears to be on hold, Apple is still expected to expand its “Ultra” branding across other product lines. Future devices being discussed in industry reports include a foldable iPhone Ultra, upgraded AirPods Ultra, and a MacBook Ultra with a premium OLED display.
Apple already uses the Ultra name for its top-tier Apple Watch models and high-performance chips, signalling its focus on premium, experimental products at the top of its range.
However, with the iPad Pro already facing slowing demand, the idea of launching an even more expensive tablet may no longer fit Apple’s current market reality.
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