Apple Is Planning 'Ultra' Line With Products Starting Above $2,000

Apple just released its cheapest MacBook ever at $599. Now it’s building products that could cost several times as much. The company is working on a new “Ultra” line positioned above its already-premium iPhone Pro and MacBook Pro products, according to Bloomberg’s Mark Gurman. The lineup could include an iPhone Fold starting at roughly $2,000, a touch-enabled OLED MacBook priced above current Pro models and next-generation AirPods with computer-vision cameras.

The strategy reflects CEO Tim Cook’s approach to capturing market share: take proven products and stretch them across multiple price points. Apple already uses the “Ultra” name for high-end products like the Apple Watch Ultra, CarPlay Ultra and its most expensive chipsets.

Apple is also considering Ultra versions of the iPad and iMac. The foldable iPhone would put Apple seven years behind Samsung in the foldable market, while the OLED MacBook would sit alongside the MacBook Pro rather than replace it.

Apple just released its cheapest MacBook ever at $599. Now it’s building products that could cost several times as much. The company is working on a new “Ultra” line positioned above its already-premium iPhone Pro and MacBook Pro products, according to Bloomberg’s Mark Gurman. The lineup could include an iPhone Fold starting at roughly $2,000, a touch-enabled OLED MacBook priced above current Pro models and next-generation AirPods with computer-vision cameras.

The strategy reflects CEO Tim Cook’s approach to capturing market share: take proven products and stretch them across multiple price points. Apple already uses the “Ultra” name for high-end products like the Apple Watch Ultra, CarPlay Ultra and its most expensive chipsets.

Apple is also considering Ultra versions of the iPad and iMac. The foldable iPhone would put Apple seven years behind Samsung in the foldable market, while the OLED MacBook would sit alongside the MacBook Pro rather than replace it.