Apple could significantly expand its premium device lineup this year with the introduction of multiple high-end “Ultra” products. According to Mark Gurman of Bloomberg, the company is preparing to unveil at least three new ultra-premium devices across different product categories. Here are more details.
In the latest edition of his “Power On” newsletter, Gurman explained that Apple’s entry-level offerings are already well covered by products such as the Apple Watch SE, iPad 11, and MacBook Neo. However, he noted that the company is now focusing more heavily on expanding its top-tier hardware segment with new “Ultra”-class devices.
One of the most notable devices reportedly in development is a new iPhone Ultra. Gurman claims the device could feature a foldable design with a large inner display and under-display sensors. The smartphone is also expected to carry a price tag of around $2,000.
According to the report, the foldable model could become the most prominent device in Apple’s lineup and may “cast a shadow over the rest of the lineup.”
Apple is also said to be working on a new pair of premium wireless earbuds called AirPods Ultra. These are expected to sit above the current AirPods Pro in the company’s audio lineup.
The upcoming earbuds may include computer-vision cameras designed to provide visual data for Siri through Apple’s Visual Intelligence system, potentially enabling new AI-driven features.
Another product reportedly in development is the MacBook Ultra, a new top-tier laptop that would sit above the current MacBook Pro models powered by the Apple M5 Pro chip and Apple M5 Max chip.
Rather than replacing existing MacBook Pro models, this new laptop is expected to expand the lineup as a more expensive premium option. The device could feature a touch-enabled OLED display, a change that may increase its price by up to 20 percent compared with current MacBook Pro models.
Although these products represent Apple’s push into a higher-end hardware segment, Gurman said the company “may not use the Ultra branding for all of them.”
The “Ultra” label has already appeared across several Apple offerings including the Apple Watch Ultra, CarPlay Ultra, and Apple’s M-series Ultra chips. However, the company recently chose not to apply the branding to the Studio Display XDR.
Looking ahead, Gurman suggested that Apple could expand this “superpremium tier” to additional product categories. Potential future devices may include a high-end iPad with a foldable OLED display and a more powerful iMac with a larger screen.
In addition to new premium devices, Apple is also reportedly preparing several Mac updates to complete its 2026 lineup.
Following the launch of the MacBook Air with M5, MacBook Pro with M5 Pro, and MacBook Pro with M5 Max chips, the company is expected to introduce more refreshed models next year.
Gurman believes an upgraded Mac Studio could arrive around the middle of 2026, followed by updated versions of the Mac mini and iMac.
While the upcoming Mac Studio and Mac mini models are expected to retain the same physical design as the current versions, the 2026 iMac could introduce a “refreshed color palette.”
Apple currently sells the M4 iMac, which was introduced in October 2024, in seven colour options: blue, purple, pink, orange, yellow, green, and silver. These colours were part of the M4 refresh and represent updated shades of the same colour lineup first introduced with the M1 iMac.
Apple did not modify the colour lineup with the M3 iMac release, and the company also skipped the M2 chip generation for the iMac.
Although Gurman did not specify the exact chips expected in the upcoming models, the next Mac Studio is likely to feature the Apple M5 Max chip and either the Apple M4 Ultra chip or Apple M5 Ultra chip. The new Mac mini is expected to offer variants powered by the Apple M5 chip and Apple M5 Pro chip, while the next iMac will almost certainly run on the Apple M5 chip.
Answer. Apple is reportedly developing an iPhone Ultra with a foldable design, AirPods Ultra with computer-vision cameras, and a MacBook Ultra featuring a touch-enabled OLED display.
Answer. Not necessarily. While Apple has used the Ultra label for products like the Apple Watch Ultra and M-series chips, Gurman notes the company may choose not to apply it universally.
Answer. Apple is preparing refreshed versions of the Mac Studio, Mac mini, and iMac. The iMac will introduce a “refreshed color palette” and is expected to run on the Apple M5 chip.’
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