Apple is preparing to expand its premium product lineup with the upcoming launch of the foldable iPhone Ultra, camera-equipped AirPods Ultra, and a touchscreen MacBook Ultra by early 2027.

Key Points

• The foldable iPhone Ultra is expected to launch this September with a 7.7-inch inner display and a starting price between $1,999 and $2,499.
• AirPods Ultra will feature integrated infrared cameras to enhance Siri’s Visual Intelligence capabilities for hands-free object identification.
• The MacBook Ultra, slated for early 2027, will introduce an OLED touchscreen, M5 series chips, and optional built-in 5G cellular connectivity.
• Apple’s new hardware strategy focuses on high-end "Ultra" branding to differentiate its most advanced mobile and computing devices.

Why it Matters

These product launches signal a significant shift in Apple’s hardware strategy toward foldable technology and AI-integrated wearables. By expanding the Ultra brand, the company aims to capture the high-end market while deepening user reliance on its proprietary ecosystem and artificial intelligence features.