Now that Apple has finally announced its budget laptop, the MacBook Neo, the company now has a complete suite of affordable products across its entire product line, including the iPad, Watch SE, iPhone 17e, and Neo. We can officially move on to the latest rumors and reports about the company’s upcoming products, with some coming later this fall.
According to Bloomberg’s Mark Gurman, Apple is set to release three new products bearing the ‘Ultra’ branding and two we’ve already reported on. The touchscreen MacBook, or the MacBook Ultra, features an OLED touchscreen and a thinner profile. This will be its premium laptop offering, which sits above the recently announced M5 Pro and M5 Max MacBook Pros. The folding iPhone, or the iPhone Ultra, will offer a larger inner display with under-display sensors and a $2,000 price tag, as many have guessed. The AirPods Ultra would offer computer-vision cameras to feed Visual Intelligence data to Siri. The existence of these earbuds was a rumor that floated around for a bit.
I hope the budget, mid-tier, and high-end competitors are ready because Apple is coming for everyone’s lunch in 2026. The question is, will the market respond in Apple’s favor or against it? Especially these premium-priced Ultra products.
