Apple is doubling down on its premium strategy. Fresh off the budget-friendly MacBook Neo launch, the Cupertino giant is preparing at least three new ultra-premium products that could reshape its high-end portfolio. According to Bloomberg's Mark Gurman, the company's next wave includes a $2,000 foldable iPhone, a touchscreen MacBook Pro, and camera-equipped AirPods - signaling a dramatic shift upmarket as competitors flood the budget segment.
Apple just launched the $599 MacBook Neo, its most affordable laptop in years. But don't mistake that for a budget pivot - the company's real focus is going in the opposite direction entirely.
According to Bloomberg's Mark Gurman, Apple is preparing at least three new products for its premium "ultra" tier, though not all will carry the Ultra branding that debuted with the Apple Watch. What they will all share? Significant price premiums over their standard counterparts and features designed to justify those eye-watering price tags.
The headliner is Apple's long-rumored foldable iPhone, which previous reports pegged at around $2,000 - double the cost of a standard iPhone Pro Max. That pricing would put it squarely against Samsung's Galaxy Z Fold lineup, which has dominated the foldable market while watched from the sidelines. The device represents first major form factor shift for the iPhone since the notch arrived in 2017.
