Apple’s next lineup set to feature three new ‘Ultra’ devices
Last week was a busy one for Apple, which saw them launch a flurry of new products such as the iPhone 17e, a refreshed MacBook Air and iPad Air as well as the headline-grabbing RM2,499 MacBook Neo. However, it seems that Cupertino’s next launch event will likely focus on the more premium end instead, with a bunch of new ‘Ultra’ tier devices instead.
As reported by Bloomberg’s Mark Gurman, Apple is now shifting their attention towards their next generation of higher end products. Similar to their other ‘Ultra’ products like Apple Watch Ultra and Ultra silicon, these are basically the ‘superpremium’ Apple products. The upcoming iPhone Fold for instance may end up being branded the iPhone Ultra, thanks in part to it being the most advanced iPhone yet technologically, as well as likely becoming its most expensive iPhone too.
The next generation MacBook Pro with a touchscreen OLED display will also likely bring about the MacBook Ultra branding to highlight to users that this laptop sits clearly above your regular MacBook Pro. Switching to a touchscreen OLED will bring about a price increase too; the iPhone X was the first iPhone with the USD999 starting price, while the first iPads with OLED brought a nearly 20% increase in price too.
Then there’s the next-generation AirPods, which Gurman claims would come with ‘computer vision cameras’, feeding data to Siri for more Apple Intelligence AI features. This will place them above the top-of-the-line AirPods Pro, and with the AirPods Max name already in use for their over-ear headphones, the AirPods Ultra branding seems to make the most sense for now.
Gurman added that it’s likely Apple is already looking ahead towards adding a ‘superpremium’ iPad and iMac down the line too. Cupertino continues to experiment with more powerful iMacs (iMac Pro anyone?) while a foldable iPad could still become reality. It’s a proven strategy for Apple of course, as by taking one product category and offering them across multiple price points, they are able to then capture more market share across the board.
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