Oh dear. Apple is getting deeper and deeper into their bad old habits
of having numerous slightly different models to confuse buyers with.
Looks like it's time for Steve Jobs to return again to prune the Apple
tree back to far more sensible number of products. :-(


Apple Could Launch Three New 'Ultra' Devices This Year
------------------------------------------------------
Apple is planning to launch at least three new "Ultra"-class devices
this year, according to Bloomberg's Mark Gurman.

Writing in this weekend's "Power On" newsletter, Gurman explained
that while the low-end of Apple's product lineups are now well-served
by the Apple Watch SE, iPad 11, and MacBook Neo, there is "a more
significant shift underway" toward higher-end, "Ultra" devices. Apple
is planning to launch at least three such devices this year:

- iPhone Ultra:
With a ~$2,000 price tag, large inner display, and
under-display sensors, the first foldable iPhone will
"cast a shadow over the rest of the lineup."

- AirPods Ultra:
Priced above the current AirPods Pro at the top of the
lineup, the new AirPods will feature computer-vision
cameras to feed Visual Intelligence data to Siri.

- MacBook Ultra:
With a touch-enabled OLED display that will raise the
overall price by up to 20%, the new machine will likely
sit above the current M5 Pro and M5 Max MacBook Pros,
rather than replace them.

Gurman said that Apple "may not use the Ultra branding for all of
them," despite the name's increasing prevalence across Apple's product
lines. Gurman noted that Apple did not adopt the Ultra name for the
new Studio Display XDR. Apple already offers M-series Ultra chips, the
Apple Watch Ultra, and CarPlay Ultra.

Further in the future, Gurman expects other product lines to expand
into this "superpremium tier," including the ?iPad? and Mac. Such devices
could include a high-end ?iPad? with a foldable OLED display and a more
powerful iMac with a larger display.



<https://www.macrumors.com/2026/03/08/apple-to-launch-three-new-ultras-this-year/>






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