Apple Quietly Prepares an Ultra-Premium Lineup Across Devices

Bloomberg’s Mark Gurman says Apple plans to expand its Ultra premium tier, signaling a shift away from the current budget-friendly trend. Rumored items include a MacBook Pro in a distinct Ultra tier with a possible touchscreen (above the M5 Pro/Max, not replacing them), a foldable iPhone that could be called the iPhone Ultra around $2,000, and a new AirPods Ultra beyond the Pro/Max lines with AI-powered camera capabilities; an Apple Watch Ultra 3 is also suggested. The reports are speculative and unconfirmed, but indicate Apple’s strategy to target the wealthiest buyers with higher-end hardware across multiple product families.