Apple launched the $599 MacBook Neo last week — its cheapest laptop ever. But that budget push is only one side of Apple’s 2026 strategy. At the other end, the company is preparing at least three ultra-premium products that will push pricing further than Apple has ever gone with its consumer lineup.
According to Bloomberg’s Mark Gurman, all three are coming before the end of 2026. Apple may not use the “Ultra” name for all of them, but all three represent a new superpremium tier above the current Pro lineup.
iPhone Ultra — Apple’s First Foldable, at Around $2,000
The foldable iPhone — which Gurman now believes may be called the iPhone Ultra — will feature a large inner display, under-display sensors, and a price tag of around $2,000, casting what Gurman describes as “a shadow over the rest of the lineup.”
The device is expected to include four cameras, an under-display Touch ID sensor, and Apple’s C2 modem. Samsung Display has already begun mass production of OLED panels for the device, with a reported September 2026 launch alongside iPhone 18 Pro.
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AirPods Ultra — Earbuds That Can See
AirPods Ultra will sit above the current AirPods Pro and feature computer-vision cameras designed to feed Visual Intelligence data to Siri — allowing the AI assistant to understand your surroundings without needing to hold up your iPhone.
This puts Apple in direct competition with Meta’s Ray-Ban smart glasses, which have been the early leader in AI-powered wearables with camera integration.
MacBook Ultra — Apple’s First Touchscreen OLED Laptop
The MacBook Ultra will feature a touch-enabled OLED display and is positioned above the current M5 Pro and M5 Max MacBook Pros, rather than replacing them. The OLED touchscreen is expected to raise the price by up to 20 percent over current professional MacBook models.
Apple has spent years insisting touchscreens were ergonomically wrong for laptops. That position is now officially reversing.
The Bigger Picture
Apple’s strategy is increasingly clear: the MacBook Neo covers the entry level at $599, the existing iPhone and Mac Pro lines cover the middle, and a new Ultra tier will define the top. Gurman also noted that foldable iPad and iMac Ultra versions could follow in future years.
All three Ultra devices are expected to launch in fall 2026, likely at Apple’s September event.
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