One more thought re: the item I posted this week speculating on what Apple will name their much-rumored two-screen folding iPhone this year. If they do name it “iPhone Ultra”, I think Apple using that name for the folding iPhone will imply that they have no plans whatsoever to ever make a “rugged” iPhone — a model akin to Apple Watch Ultra.

I suspect Apple has no plans for a dedicated rugged iPhone. People who want that just buy extra-thick cases for regular iPhones. A watch is different. I know some people put their Apple Watches in ungainly protective “cases”, but they look hideous, which is why you see so few people using them. For aesthetically pleasing ruggedness, the watch case itself needs to be designed for it. But maybe there is a large enough potential market for such an iPhone — especially if such a device had significantly longer battery life than any regular iPhone, as an Apple Watch Ultra does relative to a regular Apple Watch.

But if Apple calls the folding iPhone “Ultra”, stop holding your breath for such an Apple-Watch-Ultra-style iPhone. In the same way that “Air” means very different things on Mac, iPad, and iPhone, so too might “Ultra”.