Apple plans to launch at least three premium products in the “Ultra” line in 2026, following the recent launch of the low-cost MacBook Neo. According to information from reliable industry sources, the company is expanding its offering to the high-end segment, with devices that should surpass flagship models in price and advanced features. Entre the highlights are the first foldable iPhone, a MacBook with a touch screen and new AirPods with integrated cameras.
These launches indicate a dual strategy by Apple, which seeks to serve both the affordable and premium markets. The focus on high-end includes innovative technologies such as OLED screens, advanced integration of artificial intelligence and differentiated designs. The expectation is that these products will reach the market later this year, with launches concentrated in the second half of the year.
Premium positioning strategy
The company has invested in categories that increase the average sales price. The foldable iPhone should cost approximately US$2,000, positioning it as the most expensive model in the smartphone line. Esse device will feature a large internal screen with no visible crease and sensors under the screen, which represents a significant advance compared to competitors.
In addition, the new high-performance MacBook will incorporate an OLED touch screen. Essa configuration is expected to increase the price by up to 20% compared to the current M5 Pro and M5 Max models. The product will sit above the existing MacBook Pro line, without replacing it, maintaining varied options for consumers.
AirPods with advanced visual features
Upcoming high-end AirPods are expected to include cameras to provide visual context to the Siri. Essa functionality allows the assistant to capture information from the environment, such as identifying objects or translating text in real time. The feature is based on artificial intelligence to process visual data directly on the headphones.
These AirPods will be above the current Pro models in price and capabilities. The cameras are not used for traditional photos, but to power visual intelligence resources, expanding integration with the Apple Intelligence ecosystem.
Foldable iPhone details
The first foldable iPhone adopts a book-style format, similar to devices already on the market. The internal screen should offer space equivalent to a small tablet, with an external display for daily use. Recursos include titanium finish, dual rear cameras and support for technologies such as proprietary modem.
The launch is scheduled for autumn 2026, possibly alongside the iPhone 18 line. Analistas point out that the premium price reflects innovations such as a crease-free display and advanced sensors. Mass production has already begun to be prepared, with components accumulated to ensure availability.
MacBook with touchscreen and OLED
The high-end MacBook model will incorporate an OLED screen with touch support. The macOS interface will be tailored for fluid transitions between touch and trackpad input, with features like Dynamic Island at the top of the screen. Esse element, already present on iPhones, will bring notifications and dynamic controls.
The device will use M6 chip and thinner design. Ele will not replace the current MacBook Pro, but will act as a superior option for users who demand maximum performance and tactile interactions. The addition of touch is described as complementary, not the main focus.
Integration with artificial intelligence
New products emphasize AI capabilities. The cameras in AirPods power the Visual Intelligence, allowing the Siri to answer questions about what the user sees. In the foldable iPhone and MacBook, AI should improve multitasking and productivity on larger screens.
This approach reinforces the Apple ecosystem. Premium devices exploit Apple Intelligence to deliver more contextual and integrated experiences.
Expectations for the market
The expansion into the “Ultra” segment follows the affordable MacBook Neo. The company balances its portfolio with options for different audiences. The 2026 launches should include more than 20 new features, with a focus on innovation in cutting-edge hardware.
These products arrive at a time of consolidation of artificial intelligence in devices. Apple seeks to differentiate its offer with exclusive technologies and premium quality.