Apple is preparing to expand a new category of high-end devices following the launch of the MacBook Neo, which has a starting price of $599 as a lower entry point in the Mac lineup, according to a report by Mark Gurman at Bloomberg. The company is also planning to expand its lineup of higher-end devices described as “Ultra,” the report said.
Apple Ultra products expansion
Apple already uses the Ultra branding on products such as the Apple Watch Ultra and the CarPlay Ultra. According to the report, several upcoming devices could fall into a similar ultra-premium tier even if they do not all use the Ultra name.
- Foldable iPhone: Apple’s foldable iPhone is expected to be one of the key devices in this category. The device is said to feature a large inner display, in-display sensors and new technologies, with an estimated price of around $2,000. Apple may adopt an Ultra label for the device or use another name such as “Fold.”
- Next-generation AirPods: Apple is reportedly developing earbuds positioned above the current AirPods Pro lineup. The earbuds are expected to include computer-vision cameras designed to provide visual data to Siri for intelligence features, placing them at the top of the AirPods lineup.
- High-end MacBook: Apple is also developing a future notebook expected to feature a touch-enabled OLED display. The upgrade could increase pricing compared with current MacBook Pro models. Based on previous OLED transitions in Apple devices, the report notes the new notebook could sit above current MacBook Pro models rather than replace them.
Further ahead, Apple is also evaluating additional premium products, including a foldable OLED iPad and higher-performance versions of the iMac.
iMac refresh expected with new colors
Apple is also preparing additional updates to the Mac lineup in 2026. New versions of the Mac Studio are expected around the middle of the year.
Later in the year, Apple is expected to refresh the Mac mini and iMac. The new Mac Studio and Mac mini models are expected to retain the current hardware design.
The upcoming iMac refresh, however, is expected to introduce a new set of color options, according to the report.
Apple exploring 3D-printed aluminum for future devices
Apple is also working on changes to its manufacturing processes. The MacBook Neo uses a revised aluminum enclosure manufacturing method designed to reduce metal usage while lowering production costs and improving manufacturing speed.
The company’s design and operations teams are also exploring ways to 3D-print aluminum components, which could improve manufacturing efficiency and reduce material waste.
Apple previously introduced 3D-printed titanium components in the Apple Watch Ultra 3. Future applications could include components used in the Apple Watch and potentially iPhone enclosures.
Outlook
Apple’s product strategy increasingly focuses on expanding existing devices across multiple price tiers rather than introducing entirely new product categories. The company already applies this approach across several product lines, including the Apple Watch lineup and accessories such as the Apple Pencil, which are offered in different versions at multiple price levels.
According to the report, the MacBook Neo itself could also expand into additional variants in the future, potentially including a version with a larger display.