Apple is developing a new Ultra tier of hardware to sit above its current Pro and Max offerings. This strategic shift follows the recent launch of the budget-friendly MacBook Neo.
Bloomberg’s Mark Gurman reports the high-end expansion includes the first MacBook featuring an OLED touchscreen. This device may carry the MacBook Ultra branding.
Additional premium products in development include AirPods equipped with cameras and a foldable iPhone. These initiatives signal a move to capture a more expensive segment of the consumer electronics market.