Apple appears ready to push deeper into the premium segment with several new high-end products that may carry the “Ultra” label. The company already uses the Ultra name for select products such as the Apple Watch Ultra and its M-series Ultra chips, and new reports suggest Apple plans to expand that idea across more devices in 2026.
The shift reflects Apple’s broader strategy of offering products across multiple price levels while still pushing the top tier higher. Recent launches like the budget-friendly MacBook Neo target entry-level buyers, while upcoming Ultra devices will likely sit at the very top of their categories with advanced technology and higher prices.
According to Bloomberg’s Mark Gurman in his latest Power On newsletter, Apple is preparing at least three new devices that fit into this “Ultra” category. These products would push the company further into the super-premium market and introduce new technologies across the iPhone, AirPods, and MacBook lineup.
1. iPhone Ultra
The most notable device could be Apple’s first foldable iPhone, which some reports describe as a possible “iPhone Ultra.” The device is expected to cost around $2,000 and include a large foldable inner display along with under-display sensors. With those features, the foldable model would sit above the current iPhone lineup and act as Apple’s most advanced smartphone.
2. AirPods Ultra
Apple is also developing a new generation of AirPods that may launch above the current AirPods Pro. These earbuds reportedly include small computer-vision cameras designed to capture visual data that Siri can process through Apple’s Visual Intelligence system. That capability would push the product into a new premium tier, which makes the “AirPods Ultra” name a likely option.
3. MacBook Ultra
Apple also plans to introduce a higher-end MacBook with a touch-enabled OLED display. The display technology would raise the price by roughly 20 percent, similar to past OLED transitions in Apple products. Reports suggest this model will sit above the current M5 Pro and M5 Max MacBook Pro models rather than replace them.
Looking ahead, Apple continues exploring Ultra-class versions of other products, including a foldable OLED iPad and a more powerful iMac with a larger display, which shows the company plans to expand this premium tier across more of its lineup.
