Reports say Apple will launch three Ultra-level new products this year: iPhone Ultra, AirPods Ultra, MacBook Ultra

Tech Home, March 8 — According to Bloomberg’s Mark Gurman, Apple plans to launch at least three new Ultra-level devices this year.

Tech Home notes that Gurman wrote in today’s Power On newsletter that although Apple’s current entry-level lineup — including the Apple Watch SE, 11th generation iPad, and MacBook Neo — is well-established, the company is shifting toward a more high-end Ultra device segment. Apple plans to release at least three such products this year:

iPhone Ultra: Priced around $2,000, featuring a large internal display and under-display sensors. This first foldable iPhone will “make other models in the product line look dull.”

AirPods Ultra: Priced higher than the current AirPods Pro, positioned at the top of the product line. The new AirPods will include a computer vision camera to provide visual intelligence data for Siri.

MacBook Ultra: Equipped with a touch-supporting OLED screen, with the overall price increasing by up to 20%. This new model will be positioned above the current M5 Pro and M5 Max versions of the MacBook Pro, rather than replacing them.

Gurman states that although the “Ultra” branding has become more common across Apple’s product lines, the company may not apply the Ultra label to all three devices. He mentions that Apple has not used the Ultra name for the new Studio Display XDR. Currently, Apple has introduced Ultra chips in the M series, the Apple Watch Ultra, and CarPlay Ultra.

Gurman predicts that in the future, Apple will expand this “ultra-high-end” tier to more product lines, including iPads and Macs. Related products may include a high-end iPad with a foldable OLED screen and a larger, more powerful iMac.