Apple could unveil three Ultra devices in 2026.

Apple could initiate a significant shift in its strategy for the high-end price and performance segment this year. While products like the Apple Watch SE, the iPad 11, and the MacBook Neo tend to cover the lower price ranges, a much stronger focus on particularly expensive and technologically advanced devices is emerging.

The focus is on a new, or at least more clearly defined, ultra-class. According to Bloomberg, Apple plans to release at least three new devices in this segment in 2026. These include a foldable iPhone, new AirPods positioned above the AirPods Pro, and a new MacBook model that will be positioned even above the current MacBook Pro variants. Even if Apple doesn't ultimately have to officially call all of these products "Ultra," the report clearly indicates a super-premium strategy that is gaining increasing traction.

Apple is reportedly working on at least three new high-end products to expand its portfolio. According to the latest "Power On" newsletter from Bloomberg reporter Mark Gurman, these include a possible iPhone Ultra, AirPods Ultra, and a MacBook Ultra. These devices are not intended to replace the more affordable Apple models, but rather to create an additional top-of-the-line segment.

The report places this development in a broader context. With the Apple Watch Ultra, the M-series Ultra chips, and CarPlay Ultra, Apple has already demonstrated that the term "Ultra" is becoming increasingly important within the brand. Now, Apple could significantly expand this concept and apply it to other product categories.

Apple is shifting its focus more towards super-premium

Gurman describes the development as a "major shift" towards higher-end Ultra devices. This is relevant because, while Apple already has a strong premium image, the particularly expensive models have been more the exception than the rule within individual product families.

It now appears that Apple is deliberately building its own super-premium segment. At the same time, more affordable models remain important. According to reports, the Apple Watch SE, iPad 11, and MacBook Neo already cover the lower price ranges well. This apparently gives Apple more leeway to position even more exclusive devices at the other end of the product spectrum.

iPhone Ultra: Apple's foldable iPhone is set to overshadow the product range

The most striking of the three devices mentioned is the first foldable iPhone. According to Gurman, this model could cost around $2,000. This would place it clearly above the current iPhone price range.

The report also mentions two key features: a large internal display and sensors beneath the display. This suggests that Apple is not only focusing on the foldable format with this device, but also on a particularly clean design and a technically sophisticated display solution.

Gurman also states that this first foldable iPhone will "cast a shadow on the rest of the product line." This suggests that Apple doesn't simply view the device as an experiment, but rather as a product with a very high signaling impact. Within the Apple family, it could quickly become the most visible new product.

AirPods Ultra: New top-of-the-line model above the AirPods Pro

Besides the foldable iPhone, the report also mentions new AirPods, which are expected to be priced above the current AirPods Pro. They would thus form the new top-of-the-line model in the AirPods series.

The technology mentioned here is particularly interesting: These new AirPods are said to be equipped with computer vision cameras. According to Gurman, these cameras will provide Siri with visual intelligence data. This doesn't simply mean another audio upgrade, but rather a significantly stronger integration of Apple hardware, environmental perception, and voice assistant.

That would be a clear step beyond what AirPods can currently do. Apple would thus be developing the earbuds further in the direction of a smart wearable. The report doesn't elaborate on exactly how these functions are intended to be used in everyday life, but the reference to Siri and Visual Intelligence makes it quite clear which direction things are headed.

MacBook Ultra: Touch-enabled OLED display and even more expensive than MacBook Pro

Gurman mentions a MacBook Ultra as the third device. This model is said to have a touch-enabled OLED display. This alone would be noteworthy for Apple, as touch functionality on MacBooks has been discussed repeatedly for years, but has so far played no role in the standard offering.

Then there's the price. According to reports, the OLED display will increase the overall price of the device by up to 20 percent. This would likely position the MacBook Ultra above the current MacBook Pro models, including the M5 Pro and M5 Max.

The strategic point is also important here: the device is not intended to replace the existing MacBook Pro models. Instead, Apple would be introducing an additional tier. This fits perfectly with the Ultra strategy described. It's not simply a model update, but a new luxury class in the notebook sector.

Apple doesn't necessarily use the name Ultra for all devices

Despite the clear categorization, Gurman also says that Apple might not actually use the "Ultra" designation for all of these devices. This means that the strategy could clearly lean towards the Ultra brand in terms of content, even if the final branding is different.

Gurman cites as an example that Apple didn't adopt the name Ultra for the new Studio Display XDR. Nevertheless, the term is already well-established at Apple and is being used more and more frequently. Ultra chips in the M series, the Apple Watch Ultra, and CarPlay Ultra are already available.

This makes it clear that "Ultra" is now less of an isolated case at Apple and more of a recurring pattern. Even if not every new flagship device bears this name, the message remains the same: more power, more exclusivity, higher price.

Apple could later extend the Ultra class to iPad and Mac as well

The report also looks beyond this year. Gurman expects that further product lines will move into this super-premium class in the future. The iPad and the Mac are explicitly mentioned.

He specifically mentions two possible devices. Firstly, a high-end iPad with a foldable OLED display could be released. Secondly, a more powerful iMac with a larger display is conceivable. These indications also support the idea that Apple isn't just planning individual expensive special editions, but rather intends to expand several product categories upwards in the medium term.

What the report says about Apple's strategy

The report clearly outlines how Apple might structure its product range in the future. At the lower end are devices designed to appeal to a broader audience and maintain entry-level prices. Simultaneously, a higher-end product category is being developed that will be deliberately positioned as even more expensive, exclusive, and technologically more advanced.

The three devices mentioned fit perfectly into this scheme. The foldable iPhone would be the prestige product with a very high price and a new design. The AirPods would expand the wearable strategy in a new direction. The MacBook would create an additional high-end tier above the existing Pro models.

Three new Apple devices could expand the Ultra class

According to Mark Gurman, Apple plans to release at least three new Ultra-class or at least Ultra-segment devices in 2026. These include a foldable iPhone for around $2,000 with a large inner display and sensors under the display, new AirPods above the AirPods Pro with computer vision cameras for Siri, and a MacBook with a touch-enabled OLED display, which is expected to be priced up to 20 percent higher and positioned above the current MacBook Pros, including the M5 Pro and M5 Max.

At the same time, Gurman notes that Apple won't necessarily use the "Ultra" name for all its products. Nevertheless, the trend is clear. With M-series Ultra chips, Apple Watch Ultra, and CarPlay Ultra, the direction has already been set. Looking ahead, Gurman also anticipates that the iPad and Mac could increasingly move into this super-premium category, perhaps with a foldable high-end iPad or a larger, more powerful iMac. (Image: Shutterstock / fireFX)