Apple appears to have shelved its plans for a foldable “iPad Ultra” due to underwhelming sales of the iPad Pro. The iPad Pro has faced declining demand, with shipment forecasts for the M4 model drastically reduced after its launch. High price points are seen as a barrier, with the 11-inch model starting at $999 and the 13-inch at $1,299, deterring consumers who often view tablets as secondary devices. iPad revenue has decreased for three consecutive years, representing a mere 6.73% of Apple’s total revenue in 2025.
Apple had been developing a 20-inch foldable iPad, a project prioritized by senior hardware executive John Ternus. However, the device’s development has been fraught with challenges, including weight and display technology issues, pushing its potential release to 2029 or later. The prototype was heavy, weighing around 3.5 pounds, and could have been priced as high as $3,900. There was also confusion over its categorization, as internally it was described as both a foldable iPad and an all-display MacBook.
Amidst these challenges, Apple is expanding its “Ultra” branding across multiple products, including a foldable iPhone Ultra, AirPods Ultra, and MacBook Ultra. While an iPad Ultra might seem a logical addition to this high-end lineup, the lack of demand for the current iPad Pro suggests otherwise.
