Apple plans a high-end Ultra line, including iPhone Fold, report says

Source: Mashable Tech

Overview

Apple introduced its lowest‑priced MacBook last week: the $599 MacBook Neo (or $499 with the Apple education discount). While the company is expanding its budget lineup, it is also developing new products at the higher end of the spectrum.

Potential “Ultra” Line

According to a Bloomberg report by Apple insider Mark Gurman, Apple may brand a new premium family as Ultra. The name would join existing high‑end items such as the Apple Watch Ultra, CarPlay Ultra, and Apple’s Ultra‑series chips.

Products Mentioned

• iPhone Fold – a foldable smartphone that could launch under the Ultra brand.
• Next‑generation AirPods – expected to feature “computer‑vision cameras” for visual AI assistance, potentially marketed as Ultra AirPods.
• Touchscreen MacBook – a rumored MacBook with a built‑in touchscreen, which might be labeled Ultra or given a distinct name, but would sit alongside the MacBook Pro line rather than replace it.

Gurman also notes other possible Ultra products, including a high‑end “Ultra” iMac and a foldable iPad.

Pricing Expectations

All three flagship concepts are anticipated to carry premium price tags:

• iPhone Fold – projected starting price around $2,000.
• Touchscreen MacBook – could be priced higher than the newly announced M5 Pro and M5 Max MacBook Pro models. The M5 Max MacBook Pro currently starts at $3,599.
• Ultra AirPods – while exact pricing isn’t disclosed, they are expected to be positioned above the current AirPods Pro.

Strategic Context

These developments align with CEO Tim Cook’s strategy of offering multiple pricing tiers for proven product categories, aiming to capture the full market spectrum. The introduction of the budget‑friendly MacBook Neo demonstrates the company’s ongoing tiered‑pricing approach, while the rumored Ultra line would extend Apple’s premium offerings.