Apple Plans Three New Ultra Devices: iPhone Ultra, MacBook Ultra, AirPods Ultra
Apple Plans Three New “Ultra” Devices for 2026
Apple is going premium. According to Bloomberg’s Mark Gurman, the company plans to launch at least three new “Ultra”-class devices this year, marking a significant expansion of its super-premium product tier. The move comes fresh off the launch of the budget-friendly $599 MacBook Neo and signals Apple’s strategy to simultaneously push both ends of its product lineup.
iPhone Ultra: A $2,000 Foldable
The most anticipated of the three is the iPhone Ultra — Apple’s first foldable iPhone. Expected to carry a price tag of around $2,000, it will feature a large inner display and under-display sensors. Gurman says the device will “cast a shadow over the rest of the lineup,” effectively becoming the aspirational flagship that sits above even the iPhone Pro Max.
Apple has watched Samsung, Google, and others iterate on foldable designs for years. By waiting, they’ve let competitors work through the early reliability issues — but they’ve also set sky-high expectations for what an Apple foldable should deliver.
MacBook Ultra: OLED, Touchscreen, Premium Price
Rather than simply iterating on the existing MacBook Pro line, Apple is planning an entirely new tier: the MacBook Ultra. The device will feature an OLED display, a touchscreen (a first for Mac laptops), and a price point above the current M5 Max MacBook Pro.
This is a notable strategic shift. For years, Apple maintained that touch interfaces didn’t belong on Macs. The MacBook Ultra represents a concession to the reality that users — especially creative professionals — want the option to interact directly with their screen.
AirPods Ultra: Camera-Equipped Earbuds
The third Ultra product is AirPods Ultra, which will sit above the current AirPods Pro at the top of the lineup. The headline feature: computer-vision cameras built into the earbuds that feed visual data to Siri through Apple’s Visual Intelligence system. This effectively turns your earbuds into a wearable AI vision system that can identify objects, read text, and provide contextual information about your surroundings.
The Bottom Line
Apple’s Ultra push is a bet that there’s a large enough market of consumers willing to pay premium prices for best-in-class hardware. The $599 MacBook Neo serves price-sensitive buyers; the Ultra line serves everyone else. But there’s a risk: if “Ultra” becomes Apple’s way of charging significantly more for incremental improvements, the brand could start to feel more like a luxury tax than a technology leader. The iPhone Ultra at $2,000 and a MacBook Ultra above the already-expensive MacBook Pro will test just how much Apple loyalty is worth.