MacBook Ultra Positioned as Apple's Most Expensive Laptop Model

Apple is preparing a new premium-class laptop called the MacBook Ultra, expected to launch by the end of this year. According to Bloomberg journalist Mark Gurman, reporting on Sunday (8 March) local time, the device will feature an OLED display, touchscreen support, and a price higher than current MacBook lines.

The MacBook Ultra is not expected to be a successor to the MacBook Pro using Apple M5 Pro and Apple M5 Max chips, but rather a more premium model within the MacBook range.

If it indeed uses an OLED display for the first time in a MacBook, Apple has the potential to increase the device’s price significantly. Gurman noted that when Apple introduced OLED displays in the iPhone X in 2017 and iPad Pro in 2024, device prices increased by approximately 20 per cent.

This move aligns with Apple’s strategy of expanding product choices across various price segments. In the affordable segment, Apple recently introduced the MacBook Neo with a starting price of around USD 599 (IDR 10.1 million) to compete with budget Windows laptops and Chromebooks.

In the premium segment, Apple is also reportedly preparing several other high-end products, including a foldable iPhone priced at around USD 2,000 (IDR 33.9 million) and a new earbud model above AirPods Pro equipped with a camera to support Visual Intelligence features for the Siri digital assistant.

However, the official name of the device has not yet been confirmed. Apple may retain the MacBook Pro name, but using “MacBook Ultra” could better emphasise its position as the most premium laptop in the MacBook product lineup.