According to new information, Apple plans to significantly expand its Ultra product line. In addition to the existing Ultra designations for certain chips and devices, completely new premium models of iPhones, AirPods headphones and MacBook laptops are in preparation.
The goal of this strategy is a stronger positioning in the segment of the most expensive devices and the offer of advanced functions intended for users who are looking for a superior experience.
The iPhone Ultra could be the first foldable iPhone
The biggest news is about the future folding iPhone, which could be called iPhone Ultra instead of the expected name Fold. The device would reportedly have a screen similar in size to smaller tablet models when opened, along with an entirely new generation of sensors.
Estimates say that the initial price could be around 1,850 euros, which would make this model the most expensive iPhone to date.
AirPods Ultra with camera and AI functions
Apple is also reportedly preparing a model of AirPods Ultra headphones that would be positioned above the AirPods Pro model. The biggest novelty should be the integrated camera in the headphones.
That camera would allow the device to recognize the environment and pass the information to the voice assistant Siri, which would then provide the user with useful contextual information.
MacBook Ultra with OLED screen and touch support
The third device in this strategy could be the MacBook Ultra. This laptop could get an OLED screen with touch support, which would be a big change for Apple computers.
If this information turns out to be correct, it would be the first MacBook with a touch screen, as well as the first with an OLED panel that would allow for deeper contrast and significantly better color reproduction.
Apple currently uses the Ultra label for certain chips like the Apple M3 Ultra, as well as for devices like the Apple Watch Ultra. This label is increasingly becoming a synonym for the most powerful and most expensive products in the company’s offer.
Some sources state that the Ultra brand could be extended to other Apple devices in the future, including the iPad and iMac models, in order for the company to further attract the premium segment of the market, reports Bloomberg.