Apple is planning to launch a new high-end laptop called the “MacBook Ultra” by the end of this year, according to Bloomberg's Mark Gurman in his latest Power On newsletter. This device will be the first Mac to feature both an OLED display and a touchscreen, technologies previously limited to the iPad Pro.
The announcement follows the recent release of M5 Pro and M5 Max MacBook Pro models. Contrary to earlier expectations of an M6-series MacBook Pro update with OLED, touch, and a thinner design, Gurman says this will be a top-tier model rather than a direct successor. The MacBook Ultra will sit higher than the current M5 MacBook Pros in the lineup, allowing those models to stay on sale instead of being replaced.
“These upcoming laptops will likely sit above the current M5 Pro and M5 Max MacBook Pro models, rather than replace them. While Apple could keep the traditional MacBook Pro name, a ‘MacBook Ultra' label would more clearly signal their position at the top of the lineup,” Gurman wrote.
‘MacBook Ultra' To Have Premium Pricing
Gurman suggests the MacBook Ultra will be the pinnacle of Apple's laptops, which would also reflect in its pricing. The OLED screen is expected to justify a notably higher price — potentially around a 20% increase. It. could mirror the price raises when Apple introduced OLED to the iPhone X in 2017 and iPad Pro in 2024.
This also fits Apple's strategy of broadening its range across price points, Gurman added. On the low end, the company recently launched the MacBook Neo starting at $599 to compete with budget Windows PCs and Chromebooks. At the high end, options like the MacBook Ultra would provide top-of-the-line features for premium buyers.
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