Apple is expanding its ultra-tier product lineup across at least three categories, according to Bloomberg's Mark Gurman. The devices will carry premium prices over their mainline counterparts even if they do not all carry the 'Ultra' branding, following the pattern set by the Apple Watch Ultra.
The foldable iPhone is expected at roughly $2,000. A touchscreen MacBook Pro is reportedly slated for fall. The most technically significant entry is a next-generation AirPods model rumored to include cameras, feeding visual data into Apple's AI systems. That camera-equipped AirPods detail is the piece worth reading in full.
Apple just shipped the $599 MacBook Neo aimed at the low end. The simultaneous push toward sub-$600 laptops and $2,000 foldables maps a deliberate two-front market strategy. How Apple prices and positions the camera AirPods will signal how seriously it is competing in AI wearables against Meta's Ray-Bans.
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