After launching the cheapest Mac in history, Apple is preparing three ‘Ultra’ products. Wants to go for both ends of the market
A few days after the arrival of MacBook Neothe cheapest Mac in history, we know thanks to Mark Gurman in Bloomberg that Apple is preparing three products for this year. All three aspire to be the most expensive in their category. And that contrast says a lot about Apple’s strategy for the immediate future. The panoramic. Gurman is the journalist with the best history of leaks about Apple. And he has published in his newsletter Power On that Apple plans to launch at least three products with the Ultra surname, or at least with its essence (the most powerful and expensive in its range): A foldable iPhone. We have been listening to it for years and It seems that 2026 is going to be the year. Expected price of around $2,000. It does not replace the Pro Max, but rather points to another form factor and to those who want to have the most advanced device in the line. AirPods with camera sensors. They would be above the AirPods Pro in price. Its differential would not be in the audio but in space capabilities that the cameras would provide. Macbook Ultra. Although it is not confirmed that it will be called that. With OLED touch panel and M5 Ultra chip. It would be the most expensive and powerful laptop ever launched by Apple, aimed at those who already spend similar amounts on a mac studio plus a monitor. All this in the same year that Apple launches the MacBook Neo for $600. He counted. They are complementary movements. The Neo lowers the barrier to entry into the Mac ecosystem, and the Ultra raises it for those who are already inside and can (and want) to go further. Apple has been trying a similar logic for some time. He first Apple Watch Ultra It arrived in 2022 for about double the price of the current Series. Without being a radically different product, it found its buyer: who wanted the best Apple Watch possible without the price being a major obstacle. It worked. Between the lines. The touch screen on a Mac deserves separate attention, because Apple justified not incorporating it a few years ago, when there was some pressure for it to do so, explaining that touching a computer screen is uncomfortable due to the position of the arm. The question. Just because the strategy is coherent on paper does not mean that all products will be able to sustain it. The foldable iPhone will arrive after seven years with other foldables on the market, without anyone being able to turn it into a bestseller. AirPods with cameras are going to have to offer something that justifies the spending premium, not just a gimmicky demo for the first few days. And the MacBook Ultra will have to justify its price with something that only that laptop can deliver. Apple knows better than anyone that a premium line demands that premium products truly deliver. In 2026 we will see if it is up to the task with this new shipment that seeks to raise the ceiling of several lines. In Xataka | Apple has only found one option to make a cheap laptop: make it a mobile Featured image | Tatiana Steve, insung yoon, dlxmedia.hu