Apple planning major push into premium tier with three ‘Ultra’ devices in 2026

Apple

• Apple plans to launch at least three new "Ultra" premium devices
• A foldable iPhone Ultra may debut with a $2,000 price tag
• AirPods Ultra and MacBook Ultra expected with advanced features

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Apple appears to be preparing a push into an even more premium segment of its product lineup this year. According to Bloomberg’s Mark Gurman, the company is expected to introduce at least three new “Ultra”-class devices, signalling a growing focus on high-end products that sit above its existing flagship offerings.

Writing in the latest edition of his Power On newsletter, Gurman noted that Apple’s entry-level and mid-range categories are now fairly well established. Devices such as the Apple Watch SE, iPad 11, and the recently introduced MacBook Neo are meant to serve buyers looking for more affordable entry points into the Apple ecosystem. But alongside that, Apple seems to be quietly building a new “super-premium” tier designed for users willing to pay significantly more for cutting-edge hardware.

At the centre of this strategy could be a new foldable iPhone, widely referred to as the iPhone Ultra. The device is expected to carry a price tag of around $2,000 and feature a large inner folding display. Reports suggest it may also include under-display sensors, which would allow Apple to hide components like the front camera beneath the screen. If launched this year, the foldable iPhone could become the most expensive and technically ambitious phone in Apple’s lineup, potentially drawing attention away from the rest of the iPhone range.

Apple may also be working on a new set of high-end wireless earbuds, likely positioned above the current AirPods Pro. Referred to as the AirPods Ultra in reports, the earbuds could include built-in computer-vision cameras designed to feed visual data to Siri. This would allow Apple’s voice assistant to interpret the user’s surroundings and respond with more contextual information, part of Apple’s broader push toward AI-powered features.

The third device expected to join this premium tier is the MacBook Ultra. The laptop is believed to feature a touch-enabled OLED display, something Apple has long avoided in its Mac lineup. The addition of OLED could also push the price higher, with Gurman suggesting it may cost up to 20 percent more than existing MacBook Pro models powered by Apple’s M-series chips.

Interestingly, Apple may not actually use the “Ultra” branding for all of these products, even though the label has become increasingly common across its ecosystem. The company already uses the name for devices such as the Apple Watch Ultra and technologies like CarPlay Ultra.

Looking further ahead, Gurman believes Apple could eventually extend this super-premium approach to other product categories as well, including the iPad and iMac. That could mean devices such as a foldable OLED iPad or a larger, more powerful iMac aimed squarely at the high end of the market.