Apple is working on a host of premium new products that might get the name “Ultra”, according to a new report.
The company spent last week launching cheaper versions of some of its products: the iPhone 17e, as well as an entirely new “MacBook Neo”, both of which offer more accessible versions of its newer devices.
But now Apple is turning to the higher end of the market with a host of more expensive products, according to a new report from Bloomberg.
That includes potentially the most expensive iPhone yet sold: a foldable version, which is expected to arrive later this year. Rumours suggest that it could be ready to launch alongside the more traditional iPhone 18 at an event in September.
The foldable trend could also come to the iPad, too, with rumours that the company is working on a version that will be able to open up into an 18.8-inch display.
Apple could also reveal a more expensive of the AirPods, too, which could include a camera and other sensors that would be able to feed information into Siri.
It is also planning an upgraded MacBook Pro which would include an M6 chip, replacing the M5 that was released later this year. Apple could opt to add Ultra branding to that computer to reflect its premium price, as well as new features including improved – and touchscreen – displays.
The company is also planning high-end iMacs, according to the same report.
Apple may not opt to use Ultra branding for all of those new products. While it has already arrived with some devices – the Apple Watch Ultra, and previous very high-end versions of its Mac chips – it has not done so uniformly, and for now most of its highest-priced products come with the more more established “Pro” branding.
