Apple Planning 'Ultra' Tier Devices Across iPhone, Mac, AirPods and More

Apple is preparing a major push into the super-premium hardware market, expanding its product lineup to include a new tier of "Ultra" devices across several key categories.



The company recently launched the $599 MacBook Neo, but that aggressive pricing does not signal a broader pivot toward budget electronics. Instead, Apple appears to be stretching its portfolio upward. According to Bloomberg's Mark Gurman in his latest Power On newsletter, a wave of high-end products is in development designed to sit at the very top of their respective lineups.


The forthcoming foldable iPhone is a prime candidate for this treatment. Featuring a massive inner display and advanced in-display sensors, the device is expected to carry a price tag around $2,000. The "Ultra" branding is reportedly under consideration to reflect its position above the traditional Pro Max models, though Apple could ultimately choose a more literal name such as "Fold." It is expected to share premium internals with the iPhone 18 Pro, including the A20 Pro chip and 12GB of RAM.

Audio hardware could also move further upmarket. Apple is developing next-generation AirPods equipped with computer-vision cameras designed to feed visual data to Siri. Because of the additional hardware complexity, these earbuds are expected to be priced above the current AirPods Pro 3. With the Max branding already used for over-ear headphones, "AirPods Ultra" is a name under consideration for this potential flagship tier. The move would align with CEO Tim Cook's emphasis on visual intelligence as a foundation for future wearable devices.

The Mac lineup could see similar top-tier additions. Apple is working on a touch-enabled OLED MacBook Pro that could push laptop pricing even higher. When Apple transitioned the iPad to OLED, the starting price rose by roughly 20 percent. Because of this expected cost increase, the new touchscreen models may sit above the current M5 Pro and M5 Max MacBook Pro configurations rather than replacing them outright. To better signal that positioning, Apple could potentially introduce the machines under a "MacBook Ultra" label.

Other product lines may eventually expand into this super-premium tier as well. A high-end foldable OLED iPad remains under internal discussion and would naturally fit the Ultra designation as Apple continues extending its established products across multiple price points.


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