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

After launching the low-cost MacBook Neo, Apple is reportedly preparing at least three new products that will fit into its “ultra” high-end range. According to Bloomberg Mark Gruman, the next batch of releases may not have the “ultra” name like his watch, but they will all command price premiums over their mainline counterparts.

There’s the much-talked-about foldable iPhone, which is expected to cost around $2,000, and a touchscreen MacBook Pro is reportedly planned for the fall. These are fairly simple games for the high end of the market. More interesting are the next-generation AirPods, which are rumored to include cameras to provide visual context for Siri. Given that AirPods already use the Pro and Max branding, similar to Apple Silicon, a set of AirPods Ultra could very well be on the cards.

Between the Neo and the multiple foldables in the works, it seems like Apple is simultaneously trying to push further into the market.