Following the launch of the affordable MacBook Neo, various new products are set to follow in the coming months, with Apple turning the price screw. The price range will then extend from Neo-cheap to Ultra-expensive.
A look at the delivery times for the recently unveiled MacBook Neo indicates Apple has a new bestseller on its hands. Even the basic models are no longer available when deliveries begin on March 11. The price is likely to be an important reason for this reception. However, after the new launch at the lower end of the price scale, new products in the Ultra segment are also expected to arrive soon. Bloomberg’s Mark Gurman assumes the price range will continue to expand, naming some examples of expensive extensions to already well-known products.
Ultra-Expensive: Apple Tightens Price Tiers
The iPhone manufacturer already has various offers that carry the Ultra name. Whether the Apple Watch Ultra or the Mac Studio with the M3 Ultra chip, the price of these devices is significantly higher than that of the regular models. If you want to use CarPlay Ultra in your car, you need to look at Aston Martin’s rides. Ultra means expensive.
Gurman expects Apple to expand its range in this high-priced segment next fall. He cited three examples that will not necessarily carry the “Ultra” name, but make it clear the company still sees room for improvement.
The most obvious example is the long-awaited foldable iPhone. Although this could also be called “iPhone Ultra”, a simpler “iPhone Fold” would not be surprising. Regardless of the name, however, it is certain it will be priced above the current Pro Max. The competition, whether Samsung’s Z Fold or Google’s Pixel 10 Pro Fold, also points to this possibility.
However, Gurman also believes it is possible Apple could offer the “AirPods Ultra” in the future. As the Max name is already reserved for the over-ear headphones, a new in-ear version with integrated cameras could be given the Ultra moniker. The use of new technology, which is to be used for AI purposes, would push prices up further.
MacBook Pro with OLED Display and Touchscreen
A new high-end model of the popular MacBook Pro is also due for release next fall. According to Gurman, this M6 variant will be priced even higher than the current M5 Pro and M5 Max models. The reason? An OLED display that is also finger-operated. Gurman compared Apple iPad Pro’s prices here. The switch to OLED screens resulted in a 20 percent higher price.
The MacBook Pro name will presumably remain. According to Gurman, a “MacBook Ultra” would make it clearer that this is the absolute top model. Regardless of which name Apple chooses, it is clear that the device will reside in the high-end segment.
For years now, the company has been known for having only one or two iPhone models. However, it is clear that the company wants to serve an ever-widening price range. There are now even several Apple Pencil versions, which differ significantly in price. In the future, Gurman also imagines a MacBook Neo with a larger display, leading to a higher price point.
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