After launching the highly anticipated entry-level MacBook Neo, the new MacBook Pro with M5 Pro and M5 Max processors, and the MacBook Air with the M5 processor, Apple's hardware update plan for this year is not yet finished, according to Bloomberg reporter Mark Gurman.Latest ColumnIt has been pointed out that Apple is preparing to launch a groundbreaking new high-end laptop at the end of this year. This new machine, tentatively called the "MacBook Ultra," will not only be the first to introduce...OLED display panel and touch functionThis further illustrates that Apple is attempting to create a top-tier "Ultra" ecosystem across its various product lines, where both price and specifications are at the forefront.
This means that the rumors that Apple would bring touchscreens to Macs, which have been frequently speculated about in the past, are finally expected to come true by the end of this year, but with an astonishing price tag.
It won't replace the Pro models! The new "MacBook Ultra" is positioned at the top of the pyramid.
For some time, the market has widely expected Apple to launch the M6 generation MacBook Pro in the fourth quarter of 2026, featuring an OLED display panel, a touchscreen, and a "thinner and lighter design." However, Mark Gurman's report indicates that this new machine is not an iteration of the existing MacBook Pro, but rather a completely new addition, targeting the top-tier market segment.
This new machine will be positioned above the existing MacBook Pro with the M5 processor. Although Apple may retain the traditional "MacBook Pro" name, Mark Gurman believes that naming it "MacBook Ultra" will more clearly convey to the market that this new machine is positioned at the top of the pyramid, while the existing MacBook Pro series will continue to be sold in parallel.
Adopting new specifications and technologies naturally comes at a higher cost. Looking back at Apple's adoption of OLED displays for the iPhone X in 2017 and the iPad Pro in 2024, the product prices increased by approximately 20% each time. Therefore, this new MacBook model, featuring an OLED display with superior color performance and touch functionality for the first time, is bound to set a new record for Mac laptops, further pushing its high-end product line into a more luxurious market segment.
The "Ultra" strategy is taking effect: a $2000 foldable iPhone and AirPods with camera functionality.
The upward expansion of the MacBook product line is not an isolated case. Mark Gurman stated that Apple's current broader strategic trend is to plan to offer more diverse models across more price ranges.
For example, in the entry-level laptop market targeting the $600 price range, Apple recently launched the MacBook Neo, priced at just $599, even cheaper than the iPhone, aiming to capture the entry-level Windows laptop and Chromebook market. In the high-end market, Apple is preparing to launch "Ultra" models targeting a higher price segment, and this strategic thinking has also been applied to other product lines this year.
• The first foldable iPhone (iPhone Ultra):The long-rumored first foldable phone from Apple is expected to feature a super-large internal display and under-display sensor technology. Its price may be as high as $2000 (about NT$62000). Considering that the existing iPhone models already use the Pro Max, the foldable iPhone may be called "Ultra".
• Visual flagship headphones (AirPods Ultra):Apple plans to launch a new top-of-the-line pair of headphones positioned above the existing AirPods Pro. Its biggest highlight will be the inclusion of "computer-vision cameras," which will seamlessly transmit the user's visual data back to Siri, enabling more powerful "visual intelligence" assistance.
Desktop PC lineup undergoes a reshuffle: Mac Studio leads the charge, iMac welcomes new color options.
While making significant strides in laptops and mobile devices, Apple's desktop Macs will also gradually transition to a new processor specification starting in 2026.
• Mac Studio (expected mid-2026):As a representative of professional workstations, the upgraded Mac Studio is expected to debut in the middle of this year. It is anticipated that this new machine will be equipped with the M5 Max, as well as the possible M5 Ultra (or M4 Ultra) processor, continuing to provide ultimate performance for heavy audio-visual processing and AI computing.
• Mac mini (expected in the second half of 2026):The 2026 Mac mini will have the same appearance as the current iteration, with a focus on upgrading the processor to M5 and M5 Pro specifications.
• 24-inch iMac (expected in the second half of 2026):It is almost certain that the product will be upgraded to the M5 processor, and Apple is expected to give it a "completely new color lineup" to bring a fresh visual feel.
Analysis of viewpoints
Apple will demonstrate an unprecedentedly "extreme" pricing strategy and expansion ambitions in 2026.
Downward, Apple ruthlessly entered the education and light office market, which originally belonged to affordable PCs, with the $599 MacBook Neo; upward, by fully embracing the "Ultra" positioning, it infinitely raised the ceiling for MacBooks, iPhones, and even AirPods. This strategy is very clever. It makes the originally high-end Pro version "relatively affordable" and makes people willing to pay for it, while at the same time satisfying the top-tier customers who "only want the best and don't care about the budget" by adding the "Ultra" positioning product.
Faced with fierce competition from major rivals in the AI PC and foldable phone markets, Apple is clearly not content with simply upgrading processor performance. Through the MacBook Ultra with its touch interface, the AirPods Ultra with its computer vision capabilities, and the ultra-luxurious foldable iPhone Ultra, Apple is attempting to redefine what constitutes a true "top-tier flagship" across all hardware categories.
