Apple Planning 'MacBook Ultra' With Touchscreen and Higher Price

Source: MacRumors

Overview

Apple is planning to launch an all‑new “MacBook Ultra” model this year, featuring an OLED display, touchscreen, and a higher price point, Bloomberg’s Mark Gurman reports. Gurman revealed the information in his latest Power On newsletter.

Details

• While Apple has been widely expected to launch new M6‑series MacBook Pro models with OLED displays, touchscreen functionality, and a thinner design in the fourth quarter of 2026, Gurman turned that rumor on its head, suggesting this will be an all‑new kind of MacBook rather than a MacBook Pro.
• Positioned above the current M5 MacBook Pros, the “MacBook Ultra” would be a new, top‑tier laptop that sits alongside the existing M5 Pro and M5 Max MacBook Pros, which are expected to remain on sale.
• Gurman likens the potential price increase to past Apple moves, such as the iPhone X in 2017 and the iPad Pro in 2024, which saw prices rise by around 20 %. He believes a similar increase is likely for the MacBook’s first‑ever OLED display, helping push the MacBook Pro further up‑market.
• The “MacBook Ultra” name is not yet confirmed. Gurman notes Apple could keep the traditional MacBook Pro name, but the Ultra moniker would more clearly signal its position at the top of the lineup.
• The device is expected to launch around the end of the year.

Broader Context

Apple appears to be expanding its product range at both ends of the market:

• Low‑end: Introduction of a “MacBook Neo” at an unprecedented $599 price point to compete with low‑cost Windows and Chromebook devices.
• High‑end: More premium options, such as the potential “MacBook Ultra,” are being explored.

Gurman also hinted that similar “Ultra” branding could appear on other Apple products, like the “iPhone Ultra” and “AirPods Ultra.”