After completing its big week of launches with a plethora of products including the new iPhone 17e and the MacBook Neo worth $599, Apple is now entering new territory in a way that could shake up the computer market.
Apple Focusing On Ultra Devices
It appears that the technology brand plans to push deeper into the high end with more Ultra devices.
The Cupertino-based tech giant is now planning a more significant shift towards the higher-end segment with three Ultra devices to launch this year as per a new report by Bloomberg’s Mark Gurman.
What To Expect With Ultra Devices ?
If you are wondering regarding this Ultra branding, Apple may not use it for all three of the products but some of the items will fall in this category.
Apple could launch three Ultra products that the tech giant could unveil this year.
1. iPhone Ultra
The upcoming foldable iPhone will be an “ultra” product in the sense that it will cast a shadow over the rest of the lineup due to its $2,000 price point and a plethora of new technologies used like in-display sensors as per the Gurman notes.
Eventually, Apple may go on to calling the device “Ultra” but a more literal name like the iPhone Fold is also in the realm of possibility as per the report.
2. AirPods
We can expect Apple’s next-generation AirPods to come with the Ultra branding and the tech giant is looking to equip these earphones with computer-vision cameras to feed visual intelligence to Siri and they are likely to be priced higher than the current AirPods Pro reportedly.
3. MacBook
In the next high-end MacBook update, we can expect it to feature a touch-enabled OLED display which is expected to raise the price of the device.
Gurman noted that a similar switch to OLED in the iPad led to the starting price going up by 20%. Similarly the iPhone going OLED led to the $1,000 base price coming in for the first time.
So, Apple could keep the traditional MacBook Pro branding but a “MacBook Ultra” branding could more clearly signal its position at the top of the lineup as per the reports.
In the meantime, the company is planning to experiment with iMacs with more powerful processors and larger displays.
Besides this Gurman also talked about Apple working on ways to 3D-print aluminium which could bring more efficiency to Apple Watch casings and potentially one day to the iPhone.
