Apple is reportedly preparing a new strategy by launching a number of ultra-premium devices. After introducing the MacBook Neo with a starting price of around US$600, the Cupertino-based technology company is predicted to release several high-end products in the near future.
Bloomberg analyst Mark Gurman said Apple is likely to launch at least three ultra-premium devices this year, ranging from a new generation of iPhones, AirPods with advanced technology, to a MacBook Pro with the latest display.
Apple’s Strategy to Expand the Premium Segment
In the Power On newsletter, Gurman explained that Apple may not officially use the “Ultra” name for its new product. However, the device will certainly enter the ultra-premium segment with a higher price tag than the standard model.
This move is considered in line with Apple’s strategy of opting to develop existing product categories rather than create entirely new product lines.
Foldable iPhone Predicted to Be an Ultra Product
One of the most talked-about devices is Apple’s foldable iPhone. According to various rumors, this phone could be priced around US$2,000 and offer a large screen in a flexible design.
Furthermore, this device is also said to feature new technology such as an under-display camera sensor. Apple itself is still considering which name to use, whether iPhone Ultra or iPhone Fold.
Apple is also expected to prepare the latest generation of AirPods equipped with more advanced technology. This device is rumored to have a small camera that supports computer vision for Siri and AI-based Visual Intelligence features.
If the rumors are true, this new version of AirPods will likely be more expensive than the current AirPods Pro.
MacBook Pro OLED Touch
In addition to audio devices and smartphones, Apple is also developing a new MacBook Pro with an OLED display and touchscreen support.
This technology has the potential to improve display quality while simultaneously increasing the device’s price. For comparison, Apple raised prices by around 20 percent when the iPad Pro switched to an OLED display.
MacBook Neo Becomes Apple’s Most Affordable Product
Amidst its focus on premium devices, Apple also introduced the MacBook Neo, targeting the affordable laptop market. This laptop is one of Apple’s lowest-priced devices in recent years.
The MacBook Neo is said to be around 45 percent cheaper than the MacBook Air M5, making it accessible to a wider range of users, especially young people and students.
The more efficient production costs are supported by new manufacturing technology in the aluminum body and the use of the more cost-effective A18 Pro chip for mass production.
Apple Expands Product Strategy
Going forward, Apple is expected to continue expanding its product offerings, from budget-friendly devices to ultra-premium devices.
The company may also use the “Neo” name instead of the “SE” label, which some users find less understandable.
This strategy demonstrates Apple’s desire to reach more market segments while maintaining its position as a premium technology device manufacturer.
