Apple to Launch High-Priced ‘MacBook Ultra’ with Touchscreen
Apple is set to introduce a groundbreaking laptop model, the “MacBook Ultra,” featuring an OLED display and touchscreen capabilities. This new addition is anticipated to be priced significantly higher than existing models, as reported by Bloomberg’s Mark Gurman in his latest newsletter.
Details of the MacBook Ultra Launch
The “MacBook Ultra” will not serve as a replacement for the recently announced M5 Pro and M5 Max models. Instead, it will occupy a premium tier above the current M5 MacBook Pros, suggesting it will coexist alongside these models in Apple’s offerings.
Implications of the Price Point
Historically, when Apple introduced OLED displays to its products, such as the iPhone X in 2017 and the iPad Pro in 2024, it raised prices by approximately 20%. Gurman believes a similar increase will apply to the MacBook Ultra due to its first-ever OLED display, moving the MacBook Pro further into the premium market.
- Expected Launch: Late 2023
- Price Increase: Predictions suggest around a 20% increase due to OLED integration
- Target Audience: Premium users seeking high-end features
Market Positioning and Strategy
Apple’s strategy appears focused on diversifying its product range across various price points. The introduction of the affordable MacBook Neo at $599 aims to compete with budget Windows and Chromebook options. Meanwhile, the premium segment is expanding with devices like the forthcoming foldable iPhone, projected to retail for nearly $2,000, and new AirPods equipped with advanced features.
Gurman also hinted at potential new product names such as the “iPhone Ultra” and “AirPods Ultra.” While the exact designation for the new laptop remains undecided, the shift from “MacBook Pro” to “MacBook Ultra” could better communicate its high-end status within Apple’s lineup.
With the MacBook Ultra expected to launch at the end of 2023, it signals Apple’s continued commitment to developing innovative and premium products in an evolving tech landscape.
