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By Thomas Westerholm
Life & Trends Reporter
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Apple will launch a high-end line of products in the wake of its entry-level MacBook, which it dropped last week.
The company released and discontinued several products last week, with one of the releases being the MacBook Neo—an affordable offering by Apple's standards, starting at $599.
The MacBook Neo features an A18 Pro chip, which also powers the iPhone 16. It isn't as powerful as powerful as the M5 line of chips that powers the MacBook Pro, but it has drawn positive reviews, especially given the price point.
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Now, according to Bloomberg Apple Insider Mark Gurman, the company has plans to focus on the higher end of the market with products Gurman has termed the "Ultra" line.
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The 'Ultra' Line
As Gurman pointed out, the "Ultra" branding already exists within Apple's lineup—the company has released Ultra chips, as well as an Apple Watch Ultra.
Future Ultra releases could include highly anticipated products like the foldable iPhone, which is expected to be released later this year.
The foldable iPhone, however, isn't the only high-end product on the way. The company is expected to release an advanced MacBook Pro with an OLED touchscreen, the first time Apple has released a laptop with a touchscreen.
Apple is also expected to release a next-generation version of its AirPods, equipped with cameras that will feed visual intelligence info to Siri.
Gurman also reported that a foldable OLED iPad is under significant discussion at Apple and could fit into the Ultra line, noting that Apple's strategy often revolves around hitting as much of the market as possible.
Working Within the Economy
The United States' economy is often described as "K-shaped" or "E-shaped."
In a K-shaped economy, financial outcomes split and travel in opposite directions, like the arms of the letter "K." Some individuals see consistent growth and recovery, while others crash.
However, some analysts are calling the 2026 American economy "E-shaped"—wealthy individuals remain wealthy and impoverished people remain impoverished, while the middle class maintains a strained status narrowly.
In either a K-shaped economy—which people doing well and poorly—or an E-shaped economy with a strained and cautious middle class, an Ultra line could give consumers multiple Apple-related options.
What's Next
The hotly anticipated foldable iPhone is expected in Sept. 2026, while the touchscreen MacBook is also expected in late 2026.
Newsweek has reached out to Apple for comment via email.
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