Apple Gave Us the Neo, Now It Might Be Planning a High-End MacBook Ultra
Apple appears to be shifting its MacBook strategy from affordable models to a high-end Ultra, potentially introducing the first OLED MacBook with a touchscreen and new M-series chips. The move would broaden the lineup beyond the Neo and Pro, signaling a push to capture premium customers while maintaining the existing options. Analysts suggest this could redefine Apple’s premium positioning, though it risks blurring lines between the MacBook Pro and other devices. A related rumor points to a foldable iPhone variant called the iPhone Ultra, underscoring a broader premium push across Apple’s roadmap. The fall timing remains unconfirmed, but a multi-tier strategy seems likely to persist.
Dive Deeper:
The Neo was launched at a budget price point as Apple diversifies its laptop pricing, contrasting with potential future premium offerings. The Ultra would mark Apple's first OLED screen in a MacBook and reportedly include a touchscreen.
Bloomberg’s Mark Gurman ties the Ultra to new M6 chips, while earlier reports floated a touchscreen MacBook with Dynamic Island-style UI, a feature borrowed from recent iPhone models.
Gurman suggests the Ultra could be priced about 20 percent higher than the current MacBook Pro lineup, which is anchored by a model priced around $1,699.
Even with an Ultra in the mix, Apple is expected to continue selling the M5-series MacBook Pro to maintain a broad price spectrum and product continuity across Neo, Air, Pro, and Ultra.
Analysts like Paolo Pescatore view the Ultra as a strategic shift toward higher spending within Apple’s ecosystem, but warn of potential confusion if MacBook Pro and iPad Pro lines blur further.
Rumors also point to a future foldable iPhone potentially branded as the iPhone Ultra, signaling a broader premium branding initiative beyond laptops.