To be honest I think it’s clear that something called ultra is better than something called max. If it were called super-max or turbo-max or something I’d see your point.

> The current MacBook Air is thicker than an older MacBook

I feel like you’re just looking for things to be mad about here; it’s thinner than _current_ MacBooks.

> I’m not even sure what a “pro” phone is, but okay

Okay this is just ridiculous. It seems you would be unhappy with any naming convention other than “iPhone Good”, “iPhone Better”, and “iPhone Best”.