Apple is going high-end with new 'Ultra' products next

"According to Bloomberg's Mark Gruman, the next batch of releases may not bear the "ultra" name, like its Watch, but will all command price premiums over their mainline counterparts. There's the oft-rumored foldable iPhone, which is expected to cost around $2,000, and a touchscreen MacBook Pro is supposedly slated for the fall."

"More interesting are the next-gen AirPods, which are rumored to include cameras to feed visual context to Siri. Since AirPods already use the Pro and Max branding, similar to Apple Silicon, a set of AirPods Ultra could very well be on the docket."

"Between the Neo and multiple foldables in the works, it seems that Apple is simultaneously trying to go further up- and down-market."

Apple is expanding its product portfolio in both directions, launching budget offerings like the MacBook Neo while preparing premium devices for its highest-end lineup. The upcoming premium products include a foldable iPhone expected to cost around $2,000, a touchscreen MacBook Pro scheduled for fall release, and next-generation AirPods featuring integrated cameras to provide visual context to Siri. These premium products will command significant price premiums over their standard counterparts. While the new products may not use the "ultra" branding consistently across all categories, they represent Apple's strategy to capture both the budget and luxury market segments simultaneously.

Read at The Verge