Apple may be preparing a major shift in how it structures its product lineup, with more devices positioned at the very top of the market.
According to a new report from Mark Gurman at Bloomberg, the company is increasingly exploring a strategy centered on ultra-premium products. These devices would push pricing and technology beyond the current flagship tier.
The idea is not necessarily about introducing entirely new categories. Instead, Apple could extend its existing product lines upward with “Ultra” level devices that sit above today’s models.
A foldable iPhone could lead the shift
One of the clearest examples could be Apple’s long-rumored foldable iPhone.
The device is expected to feature a large inner display and advanced technologies such as in-display sensors. Reports suggest the phone could cost around $2,000, placing it well above the standard iPhone lineup.
While the final name is unknown, Apple could position the device as a new ultra-tier iPhone that sits above the current flagship models.
More Ultra products may be on the way
The report also suggests that several other Apple products could move into this super-premium category.
Future AirPods may include computer-vision cameras designed to provide visual data to Siri. These next-generation earbuds could offer a more advanced wearable experience and may launch at a price above the current AirPods Pro.
Meanwhile, upcoming MacBook Pro models could also push into higher territory. Apple is reportedly working on versions with touch-enabled OLED displays, which would be a major upgrade for the laptop lineup.
Apple’s strategy is moving upmarket
The push toward more expensive devices reflects a strategy that has become increasingly common under CEO Tim Cook.
Rather than launching entirely new product categories, Apple often expands existing ones across several price tiers. This ranges from entry-level models to premium flagships and potentially ultra high-end devices.
The company already uses the “Ultra” name in several places, including the Apple Watch Ultra and its high-performance Apple Silicon chips. That branding could expand further in the future.
If that happens, Apple’s lineup may soon include Ultra versions of some of its most popular products.
