Apple preparing three premium Ultra-class devices

Apple is reportedly planning several high-end products under a new Ultra-level category, according to Bloomberg journalist Mark Gurman in his Power On newsletter. The company is also expected to release an updated iMac with new color options.

Gurman says Apple will continue producing entry-level devices after launching the MacBook Neo and may expand the Neo branding to other budget products instead of using the SE label. At the same time, the company appears to be increasingly focused on developing more expensive devices.

He describes a group of upcoming products that could fall into what he calls the “Ultra” category. Apple may not formally use the Ultra branding for all of them, but they are expected to represent a new tier positioned above current flagship devices.

Potential Ultra-class devices Apple is preparing:

• iPhone Ultra: a foldable iPhone expected to feature a large internal display and new technologies such as under-display sensors, with an estimated price around $2,000.
• AirPods Ultra: a next-generation headset equipped with computer-vision cameras capable of recognizing objects around the user, allowing Siri to answer questions about the surrounding environment. The device could be priced higher than the current AirPods Pro.
• MacBook Ultra: a high-end laptop with a touchscreen OLED display. According to Gurman, the OLED panel alone would significantly increase the price, similar to what Apple did with OLED displays on iPad and iPhone. The device would sit above the MacBook Pro lineup rather than replace it.

Gurman also expects updated Mac Studio models to arrive in mid-2026, followed by refreshed iMac and Mac mini models. The touchscreen OLED MacBook could appear later in the year, while the iMac update is expected to include a refreshed color palette.