Apple is getting ready to test how far customers will go for its most premium devices. According to Mark Gurman at Bloomberg, the company plans to release at least three new Ultra-level products this year. This move suggests Apple wants to focus more on high-end buyers rather than entry-level shoppers.
In his recent Power On newsletter, Gurman writes that Apple has already covered the lower end of its lineup. Products such as the Apple Watch SE, iPad 11, and MacBook Neo handle the affordable segment. Because of that, Apple now appears ready to double down on its most expensive category.
The biggest highlight could be the iPhone Ultra. Gurman says the foldable iPhone may cost around $2,000. It is expected to feature a large inner display and under-display sensors. As Apple’s first foldable phone, it could easily become the center of attention across the lineup.
At the same time, Apple is reportedly developing AirPods Ultra. These earbuds would sit above the current AirPods Pro in both price and positioning. Gurman notes they may include computer-vision cameras. These cameras would feed visual intelligence data directly to Siri. That approach hints at deeper integration between hardware and AI features.
The MacBook Ultra is also in development, according to the report. It could feature a touch-enabled OLED display. This upgrade may push the price up by as much as 20%. Instead of replacing the M5 Pro or M5 Max MacBook Pro models, it would likely sit above them as a more premium choice.
Still, Apple might not apply the Ultra branding to every device. Gurman points out that the company did not use the name for the new Studio Display XDR. Even so, Ultra branding is already familiar. Apple sells M-series Ultra chips, the Apple Watch Ultra, and CarPlay Ultra.
Looking further ahead, the superpremium push may expand. Gurman expects future products in this tier, including a foldable OLED iPad and a more powerful iMac with a larger display. Overall, Apple seems ready to bet on customers who want the very best and are willing to pay for it.
