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Article: Apple is going high-end with new ‘Ultra’ products next

Impact Score

4 / 10

AI Summary (Processed Content)

Apple is reportedly shifting focus back to premium products following its budget MacBook Neo launch, with at least three new high-end "Ultra" devices in development. These rumored products include a foldable iPhone priced around $2,000 and a touchscreen MacBook Pro expected in the fall. The most novel offering may be next-generation AirPods with integrated cameras to provide visual context to the Siri assistant.

The main topics covered are Apple's product strategy, specific upcoming high-end devices, and their potential pricing and features.

Original URL

https://www.theverge.com/tech/891151/apple-is-going-high-end-with-new-ultra-products-next

Source Feed

The Verge

Published Date

2026-03-08 17:51

Fetched Date

2026-03-08 15:30

Processed Date

2026-03-08 15:30

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Present

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Raw Extracted Content

Fresh off launching the low-cost MacBook Neo, Apple is reportedly preparing at least three new products that will fit into its highest-end “ultra” lineup. According to Bloomberg’s Mark Gruman, the next batch of releases may not bear the “ultra” name, like its Watch, but will all command price premiums over their mainline counterparts.
Apple is going high-end with new ‘Ultra’ products next
With a budget MacBook out the door, it’s back to premium hardware.
With a budget MacBook out the door, it’s back to premium hardware.
There’s the oft-rumored foldable iPhone, which is expected to cost around $2,000, and a touchscreen MacBook Pro is supposedly slated for the fall. Those are pretty straightforward plays for the higher end of the market. More interesting are the next-gen AirPods, which are rumored to include cameras to feed visual context to Siri. Since AirPods already use the Pro and Max branding, similar to Apple Silicon, a set of AirPods Ultra could very well be on the docket.
Between the Neo and multiple foldables in the works, it seems that Apple is simultaneously trying to go further up- and down-market.