Apple Could Launch Three New ‘Ultra’ Devices This Year

Apple is planning to launch at least three new « Ultra »-class devices this year, according to Bloomberg‘s Mark Gurman.

Writing in this weekend’s « Power On » newsletter, Gurman explained that while the low-end of Apple’s product lineups are now well-served by the Apple Watch SE, iPad 11, and MacBook Neo, there is « a more significant shift underway » toward higher-end, « Ultra » devices. Apple is planning to launch at least three such devices this year:

iPhone Ultra: With a ~$2,000 price tag, large inner display, and under-display sensors, the first foldable iPhone will « cast a shadow over the rest of the lineup. »

AirPods Ultra: Priced above the current AirPods Pro at the top of the lineup, the new AirPods will feature computer-vision cameras to feed Visual Intelligence data to Siri.

MacBook Ultra: With a touch-enabled OLED display that will raise the overall price by up to 20%, the new machine will likely sit above the current M5 Pro and M5 Max MacBook Pros, rather than replace them.

Gurman said that Apple « may not use the Ultra branding for all of them, » despite the name’s increasing prevalence across Apple’s product lines. Gurman noted that Apple did not adopt the Ultra name for the new Studio Display XDR. Apple already offers M-series Ultra chips, the Apple Watch Ultra, and CarPlay Ultra.

Further in the future, Gurman expects other product lines to expand into this « superpremium tier, » including the ‌iPad‌ and Mac. Such devices could include a high-end ‌iPad‌ with a foldable OLED display and a more powerful iMac with a larger display.