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Apple just unveiled a series of new devices and upgrades, but the focus has shifted almost immediately to what lies ahead. According to Bloomberg’s Mark Gurman, Apple is currently working on three high-end products, including the long-rumored foldable iPhone, touch-screen MacBook Pro, and AirPods Pro with cameras.
While each is intended to offer top-end specs, it's unlikely all three will get the "Ultra" branding, Gurman says. The foldable smartphone, for example, may be called the iPhone Fold, but it is expected to come with a crease-free display, in-display sensors, and cost around $2,000.
The touch-screen MacBook, on the other hand, is likely to get the Ultra branding. Apple currently has three laptop lines: Neo, Air, and Pro. But the company’s rumored MacBook Pro with OLED touch-screen could turn out to be its most expensive laptop yet, and so a “MacBook Ultra” label would more clearly signal its position at the top of the lineup, Gurman says.
The reporter makes a similar argument for the camera-equipped AirPods Pro. The upgraded earbuds are expected to fetch visuals from a wearer’s surroundings to support some Siri AI features. They are also most likely to be priced above the current AirPods Pro 3. However, with the Pro and Max models already popular among the masses, Apple may call its upcoming earphones the “AirPods Ultra,” Gurman says.
All of these products may be introduced this year. Last month, Gurman said that the AirPods update and touch-screen Mac could arrive later this year, while the iPhone Fold has long been tipped to launch alongside the iPhone 18 Pro and 18 Pro Max this fall.