Apple is working on 'MacBook Ultra' with OLED touchscreen
What's the story
Apple is said to be gearing up for the launch of a new high-end laptop, dubbed "MacBook Ultra." The device will come with an OLED screen and touchscreen capabilities. The company has been expected to introduce new M6-series MacBook Pro models in Q4 2026. However, Bloomberg's Mark Gurman has suggested that the "MacBook Ultra" could be a completely new category of MacBook instead of a successor to the recently announced M5 Pro and M5 Max MacBook Pros.
New addition
'MacBook Ultra' will be top-tier laptop
The "MacBook Ultra" will be Apple's new top-tier laptop, sitting above the current M5 MacBook Pros in the lineup. This means that the existing models will continue to be sold even after this new addition. The move is part of Apple's strategy to offer more models at different price points, including budget-friendly options like the new MacBook Neo priced at an unprecedented $599.
Pricing strategy
Price hike expected with OLED display
The introduction of an OLED display on the "MacBook Ultra" could lead to a price hike. Gurman noted that Apple raised prices by around 20% when it introduced OLED displays on iPhone X in 2017 and iPad Pro in 2024. This trend suggests that we might see a similar increase for the first-ever OLED display on a MacBook, pushing the MacBook Pro further upmarket.
Premium range
Apple's push into premium segment
Apple's expansion into the premium segment is also evident with the upcoming launch of its first foldable iPhone. The device is expected to cost around $2,000 and feature a large inner display, under-display sensors. There are also plans for new AirPods that would be priced higher than the current AirPods Pro at the top of the lineup with computer-vision cameras for Visual Intelligence data integration into Siri.