Apple Planning “Ultra” Tier Devices Across iPhone, Mac, AirPods, and More

Apple may be preparing to expand its product lineup in a new direction by introducing a super-premium “Ultra” tier across several categories. While the company recently launched the $599 MacBook Neo to reach more budget-conscious buyers, new reports suggest Apple is simultaneously pushing further into the high end of the market.

According to Mark Gurman’s latest Power On newsletter, Apple is developing a range of devices designed to sit above the current Pro and Pro Max models. These products would represent the most advanced versions of their respective categories and could carry significantly higher price tags.

Foldable iPhone Could Lead the Ultra Category

One of the most likely candidates for the new tier is Apple’s first foldable iPhone. The device is expected to feature a large inner display and advanced in-display sensors, placing it at the very top of the company’s smartphone lineup.

Early estimates suggest the foldable model could be priced around $2,000. To reflect that premium positioning, Apple is reportedly considering branding the device as the “iPhone Ultra,” placing it above the current Pro Max models. However, the company could also opt for a more descriptive name such as “iPhone Fold.”

Internally, the device is expected to share much of its technology with the iPhone 18 Pro lineup, including the upcoming A20 Pro chip and 12GB of RAM.

AirPods Could Also Move Upmarket

Apple’s audio lineup may also receive a new top-tier product. The company is reportedly developing next-generation AirPods equipped with computer-vision cameras designed to provide visual data to Siri.

These cameras would enable new features tied to Apple’s growing focus on visual intelligence and spatial computing. Because of the additional hardware complexity, these earbuds are expected to cost more than the current AirPods Pro models.

Since Apple already uses the “Max” name for its over-ear headphones, the company is reportedly considering the name “AirPods Ultra” for this new flagship tier.

The move would align with Apple CEO Tim Cook’s broader strategy of expanding the role of AI and visual awareness in wearable devices.

A New Tier for MacBooks

The Mac lineup could also see a new premium tier. Apple is reportedly working on a touch-enabled OLED MacBook Pro that may push laptop pricing even higher than today’s high-end configurations.

When Apple introduced OLED displays to the iPad lineup, prices increased by roughly 20 percent. If a similar cost jump occurs for MacBook displays, Apple may position these models above the current M5 Pro and M5 Max MacBook Pro versions instead of replacing them.

To clearly separate the product from the rest of the lineup, Apple could introduce it under a “MacBook Ultra” name.

Ultra Could Expand Across More Products

Apple’s long-term strategy appears to involve expanding existing products across multiple price tiers. The Ultra label could eventually appear across other categories as well.

One device reportedly under internal discussion is a high-end foldable OLED iPad. If Apple brings that product to market, it would naturally fit into the Ultra tier as another top-of-the-line offering.

This approach mirrors how Apple has historically structured its product families, offering multiple versions of the same device at different price points to reach a broader audience.

Apple’s Strategy: Expanding Both Ends of the Market

The introduction of devices like the MacBook Neo shows Apple is willing to reach further into the entry-level market. At the same time, the company is exploring ways to push its products even further into the premium segment.

By expanding both downward and upward, Apple can capture a wider range of customers while maintaining strong margins at the top of its lineup.

If the Ultra branding becomes official, it could represent the next evolution in Apple’s product hierarchy, sitting above the familiar Pro and Pro Max tiers as the company’s most advanced and expensive devices yet.