Apple is making moves to strengthen its most exclusive catalog with a new family of high-end devices internally named “Ultra”which would focus on innovation, design and prices clearly aimed at the most premium segment of the market.
According to various reports by the Bloomberg journalist Mark Gurman, specializing in the Cupertino company, this Ultra range would group three major bets: a foldable iPhone, an MacBook Pro with OLED touchscreen and some Next-generation AirPods equipped with cameras for machine vision functions and advanced integration with Siri.
A new Ultra range to crown Apple's catalog
According to these leaks, the company is preparing to launch this Ultra line starting in the fall, in a move that would fit with Apple's usual release schedule in Europe and other international markets.
The idea would be to place these products above the devices they already use M5 Pro and M5 Max chips In the case of Macs, and above the current iPhones and AirPods in price and performance, thus creating a kind of "extra step" within the hardware offering.
This strategy would fit with the recent launch of MacBook NeoThe entry-level laptop is a more affordable option, while the Ultra family is at the opposite end of the spectrum, aimed at users who are looking for the most advanced features and are willing to pay extra.
In the European context, and especially in markets such as SpainThese types of products are usually aimed at professional profiles, technology enthusiasts and a public with high purchasing power, so it is expected that they will arrive with limited availability and prices clearly higher than standard models.
Foldable iPhone: the most striking project in the Ultra range
The device that is attracting the most attention is the Apple's first foldable iPhone, a project the company has been working on for some time and which, according to the latest information, has already entered the production preparation phase with Foxconn, their usual partner in assembly.
Gurman suggests that this foldable iPhone would feature a large flexible interior screen and integrated sensorsIn line with what we've seen from other manufacturers, but with Apple's signature hardware and software integration. The target price would be around 2.000 dollars, about 1.700 euros to change, which would clearly place it in the top tier of the smartphone market.
Regarding the trade name, several options would be on the table: the label "Ultra" to emphasize its belonging to the new range or the name "Fold"Following the industry trend for foldable devices, the focus would be on a niche product, designed for those who want to get ahead of the brand's next generation of phones.
Leaks indicate that Apple has been preparing its supply chain since June and that the phone wouldn't see the light of day until, at the earliest, 2026This window of opportunity would give the company time to refine key aspects such as the durability of the hinge, the resistance of the flexible panel, and the optimization of iOS for a screen format that combines traditional mobile use and a tablet-like experience.
Why is Apple now joining the foldable phone market?
The foldable smartphones They have established themselves as one of the most active fields of experimentation in the mobile industry, with proposals that allow the device to be used as a conventional phone when closed and as a kind of small tablet when unfolded.
Apple, more conservative than other manufacturers when it comes to embracing new forms of hardware, would have opted to wait until flexible display technology was mature enough to guarantee image quality, mechanical reliability, and user experience in accordance with their standards.
If the foldable iPhone Ultra is eventually launched, the goal would be to enter this segment with a product of high-end geared towards a very specific audienceRather than a massive sales volume in markets like Spain, the move would mark the first major format change for the iPhone since its inception.
MacBook Pro with OLED touchscreen: a technological leap in laptops
The second major pillar of the Ultra range would be a MacBook Pro equipped with OLED touch displayThis marks a significant shift in Apple's philosophy, which for years resisted incorporating touchscreens into its laptops.
Furthermore, the use of OLED would allow for the design of computers thinner and lighter without sacrificing image quality, something especially relevant in a professional segment that values both power and portability, also in markets like Europe where teleworking and mobility have gained importance.
The innovation wouldn't be limited to just the type of panel: the screen would also tactileThis would open the door to new ways of interacting with macOS. Although Apple has always maintained that touch functionality is reserved for the iPad, competitive pressure and evolving user habits have reportedly led the company to reconsider this position.
According to reports, this touchscreen OLED MacBook Pro would be positioned above the current models with M5 Pro and M5 Max processors, both in price and performance, creating an even more exclusive subcategory within the Pro range.
An extra step for professional users
The positioning of MacBook Pro Ultra It would directly target professionals who need very high performance in tasks such as video editing, 3D design, advanced programming, or music productionand who also value a top-quality screen for working many hours a day.
In this context, the combination of a touchscreen OLED display with state-of-the-art hardware and a higher price would fit with a user profile willing to invest more to gain comfort, precision, and flexibility in their workflow.
In countries like Spain, this type of product usually has a visible presence in creative sectors, design studios, audiovisual production companies and advanced educational environments, where the Apple ecosystem is already well established and there is interest in high-end innovations.
AirPods with cameras and computer vision: the headphones take another step forward
The third leg of this new product family would be a new generation of AirPods equipped with cameras, a commitment that goes beyond audio and focuses on computer vision and integration with the company's artificial intelligence.
Available information suggests that these cameras are not intended for taking ordinary photographs, but rather for gather information from the environment and send it to processing systems that would work hand in hand with CrabThis would allow for features such as object, sign, or location recognition, as well as contextual suggestions to the user.
This type of capability would fit with Apple's bet on the augmented reality and AI-based servicesand could be complemented by other devices in the ecosystem, from the iPhone to future accessories or smart glasses.
Everything points to these AirPods Ultra being positioned above the current AirPods Pro in priceby incorporating additional components and features that would position them as a more experimental and advanced product within the brand's audio catalog.
With this Ultra line on the horizon, Apple is preparing to bolster the most ambitious end of its hardware offering with a A very expensive foldable iPhone, a MacBook Pro with a touchscreen OLED display positioned above the M5 Pro and M5 Max models, and AirPods with cameras and computer vision.Although official details and firm dates are still lacking, everything indicates that the company wants to differentiate itself in the high-end range and reserve the most daring innovations for this Ultra family, starting to roll them out from the next launch cycles in Europe and the rest of the key markets.
