Apple plans to launch at least three new devices that fall under the Ultra category during this year, and Gorman explained that although the company covers the economic category excellently through devices such as the Apple Watch SE, the iPad 11, and the MacBook Neo computer, there is a major and clear shift towards focusing on leading and luxury devices that target the category of users looking for the highest technical specifications.
The iPhone Ultra comes at the top of this expected list, as its price is expected to reach about $2,000, becoming the most expensive in the company’s history. This phone will be distinguished by being the first foldable phone from Apple, with a huge internal screen and advanced sensors integrated under the screen, making it an exceptional device capable of catching the eye and clearly outperforming the rest of the usual series phones that the company offers to its customers.
The plan also includes the launch of the new AirPods Ultra headphones, which will come at a price higher than the price of the current Pro version, to sit at the top of the company’s audio lineup. These pioneering headphones will carry a revolutionary feature of being equipped with computer vision cameras, which aim to collect accurate visual data and feed the visual intelligence system of the voice assistant Siri, thus opening a new space for users to interact with their surroundings in a smarter and more advanced way.
The third device is the MacBook Ultra computer, which will represent a qualitative leap in the world of portable computers thanks to its provision of an OLED screen that supports touch. It is expected that this advanced technology will increase the total price of the device by up to 20%, thus placing it higher than the current MacBook Pro computers equipped with M5 Pro and M5 Max processors, instead of being an alternative to them in the market.
Despite the increasing spread of the name Ultra across the company’s various product lines, Gorman indicated that Apple may not use this trademark for all three devices mentioned, citing the fact that this name was not used on the new Studio Display XDR screen. The technical expert expected that this luxury category would expand to include other products in the future, such as the launch of a pioneering iPad with a foldable OLED screen, and a more powerful iMac desktop computer with a giant screen to meet the desires of professionals.
