March 10, 2026, 9:27 am | Read time: 2 minutes
Just last week, Apple unveiled a refreshed MacBook Pro. Rumors have been circulating for some time that another Pro could follow this year–with a new design and, for the first time, OLED and touchscreen displays. The company might use the upgrade as an opportunity for a name change to mark the new “Ultra” premium segment.
Apple to Expand High-End Product Line
So far, the term “Ultra” is rarely used for Apple products. The only consumer device example is the Apple Watch Ultra, which is twice as expensive as the “regular” Apple Watch. In 2023, the M2 Ultra was introduced, a high-end chip exclusively found in the Apple Mac Pro, which has yet to receive a successor–neither M3, M4, nor M5.
According to Mark Gurman from “Bloomberg,” Apple is now considering bringing “Ultra” to more devices. The iPhone Fold could be called “iPhone Ultra,” as well as the upcoming “AirPods Ultra” with cameras. As a third novelty for 2026, Apple might also name the upcoming high-end MacBook “Ultra.”
New Name, Higher Price
Changes like the OLED display and touchscreen functionality are likely to drive up the price of the new laptop. According to Gurman, the MacBook Ultra is not expected to replace the MacBook Pro but rather expand the lineup with a super high-end model. This would allow Apple to cover everything from entry-level to professional segments for the first time with MacBook Neo and MacBook Ultra.
For the iPad, the switch to OLED technology led to a price increase of about 20 percent. The iPhone X with an OLED display was also the first iPhone to exceed the 1,000-euro mark.