Apple recently announced it’s getting a new CEO as the former executive Tim Cook is set to step down from his role. The new leadership is expected to bring several changes to the overall strategy. Early signs of this transformation are already emerging as a new report suggests Apple is planning to launch two new Ultra products in the year 2027.
Two new Apple Ultra products are arriving in 2027
A report from MacWorld, citing sources familiar with the matter, claims the foldable iPhone will be called the iPhone Ultra. It will sit above the existing iPhone Pro model and will become the most expensive phone in the company’s lineup. Interestingly, the phone won’t be tagged after the iPhone 18 series, despite the fact that it will launch alongside the iPhone 18 Pro and Pro Max. It will have its own identity.
The move mirrors Apple’s strategy of differentiating products. For example, the recently launched iPhone Air carries a separate identity, even though it was launched in the same cycle as the iPhone 17 series. The report mentions that while Apple is planning to launch the new iPhone Ultra alongside the iPhone 18 Pro series, the launch could be delayed by a few weeks. Initial availability of the phone may be limited as well.
The new MacBook Ultra is on the way
Alongside the iPhone Ultra, Apple is reportedly planning to launch a new MacBook Ultra. The notebook is said to debut later this year or in early 2027. The device is said to feature an OLED panel with touchscreen capabilities. Since it will sit above the existing MacBook Pro, we can expect a substantially higher price tag. It will likely target users seeking top-of-the-line hardware and performance.
The source also adds that the new MacBook Ultra was originally planned to be released earlier than its current window. However, the company had to push the launch due to memory supply chain constraints.
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