It seems the word “Pro” is no longer enough to satisfy Apple’s ambitions (or even our wallets), as the company’s next wave is “Ultra.” According to a recent report from Mark Gurman, the trusted journalist at Bloomberg, Apple is preparing for a major shift in its product categories this year, planning to launch at least three new devices bearing the “Ultra” label. The idea here isn’t just a name change; it’s an attempt to create an “ultra-luxury” category that will reign supreme over current products, offering technologies we’ve only dreamed of, for prices that could leave our bank accounts crying out for help.
iPhone Ultra: The foldable dream at an unbelievable price
Apple fans have long awaited the moment the company would release a foldable phone, and it seems this year might finally bring the long-awaited "iPhone Ultra." According to leaks, this device won't just be another phone; it will be a technological marvel with a massive internal screen and sensors completely hidden beneath the display. But, as you know, innovation at Apple comes at a price, and that price could reach around $2000!
This device will put the rest of the lineup in its shadow, focusing on delivering an unparalleled user experience that combines the size of an iPad with the portability of an iPhone. Apple clearly wants to tell its competitors in the foldable phone market that it was late to the game, but it has entered to turn the tables with its unique touch and a price that will make us think twice before buying.
AirPods Ultra: Headphones with smart "eyes"
If you thought the AirPods Pro were the pinnacle of technology, get ready for the AirPods Ultra. Apple plans to release a version that surpasses the current Pro lineup, and the biggest surprise is that these earbuds will be equipped with computer vision cameras. The goal? To feed data into the Visual Intelligence feature to help Siri understand what your eyes see in your surroundings.
Imagine your earbuds helping you identify places, read texts, or even provide product information simply by looking at them. It's a bold move that combines audio technology with augmented reality, raising the bar for what a small earbud can do in the near future.
Ultra: The touchscreen that Apple denied for years
For years, Apple argued that Macs didn't need touchscreens, but it seems the rules have changed. Leaks suggest the arrival of a MacBook Ultra, positioned above the MacBook Pro models with M5 Pro and M5 Max processors. The revolutionary feature here is a fully touch-enabled OLED display, which could raise the price by up to 20%.
This device won't replace existing models, but rather will be an option for those who want "everything" in one device. With its stunning OLED screens and touch support, the MacBook will become an even more powerful tool for designers and creatives, and perhaps also for those who are tired of using a mouse all the time. It seems Apple is finally realizing that users want to touch those beautiful screens instead of just looking at them.
The hyper-future: Are we ready?
This shift toward the “Ultra” or “ultra-luxury” category won't stop there. Gorman expects this category to expand in the future to include iPads with foldable OLED screens and larger, more powerful iMacs. Apple already has Ultra processors and an Apple Watch Ultra, and it seems the plan is to have a bigger, more powerful (and, of course, more expensive) sibling for every product.
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